Adinkra, Kente symbolisms, sartorial semiotics and political leadership communication of John Dramani Mahama’s 2025 presidential inauguration fashion

Presidential inaugurations in Ghana are statutorily significant and culturally vibrant occasions where the president-elect’s attire becomes a key diplomatic tool. However, existing studies have largely focused on isolated visual interpretations of Ghanaian presidential inaugural dress choices, leaving a critical gap on how a president’s inaugural attire synergises with their inaugural speech to communicate coherent leadership ideologies. This qualitative study addresses this gap by analysing President John Dramani Mahama’s 7 January 2025 inaugural sartorial choice, specifically its Adinkra symbols and Kente patterns, and his speech, using social identity theory and critical discourse analysis. The findings demonstrate that Mahama’s attire constituted a leadership narrative. He selected Nyame Dua (divine authority) and Gye Nyame (divine supremacy) for spiritually anchored leadership; Dwennimmen (strength with humility) for accountable governance; Sankofa (learn from the past) to materialise his ‘reset’ agenda; and Ɛmmerepa da w’anim Kente (better days ahead) to visualise national unity and future prosperity. The study concludes that the symbols function as active political language, embodying leadership ideologies essential for Ghanaian national identity and cultural entrepreneurship. Building on this, President Mahama should elevate this dress culture to national policy by having his administration, through parliament, pass legislation for a national dress code for Ghanaian public officers.