PARIS - Does this mean bye-bye to the bling-bling presidency?
Just 10 months after his election, French President Nicolas Sarkozy is giving himself an image makeover, trading in his flashy style for a more dignified demeanour.
Newspapers nicknamed Sarkozy the "bling-bling president'' because of his affinity for Rolexes, private yachts and putting his love life on display. But with his approval ratings dropping, and after voters punished him by snubbing his conservative party in local elections, Sarkozy has spent the past week trying to look more presidential.
Sarkozy evoked memories of Charles de Gaulle -- general, Resistance leader and statesman -- as he marked the death of France's last First World War veteran, paid homage to Second World War Resistance heroes and toured a new state-of-the-art nuclear submarine named "Le Terrible.''
The visit Friday to the submarine-building site in Normandy, where de Gaulle was the last president to visit in 1967, was the occasion for a stern speech about nuclear deterrence and disarmament, followed by a rendition of La Marseillaise.
It also provided the photo op to remind France he is commander-in-chief: Sarkozy in a stately blue overcoat, descending into the submarine with a firm grip on the ladder.
Next stop is Britain on Wednesday and Thursday, where Sarkozy will meet the Queen and lay a wreath at a de Gaulle statue there. A French official said Sarkozy hoped that by meeting the Queen and following the protocol of a royal visit, he will appear as the rightful heir to the presidential legacy.
"He will stand in a way he has never done before. It's important for the French to see him like that,'' said the official, who spoke on condition of anonymity because he was not authorized to talk publicly about the trip.
Sarkozy may be taking a cue from pollsters who analyzed why his conservative UMP party lost cities including Toulouse, Strasbourg, Amiens, Caen, Rouen and Reims in local elections that ended March 16.
A CSA-Dexia poll said 58 per cent of respondents said he should "adopt a more presidential style.'' Some 67 per cent of voters wanted the government to continue its reforms, confirmation that the problem is more about style than substance.
Stephane Rozes, head of CSA, believes Sarkozy's advisers didn't dare tell him he was exposing his personal life too much.
Sarkozy believed that "even if the country was unhappy with him, the country had no other choice but to continue to look at him,'' Rozes said. "After the local elections, he is taking the country's expectations into account. Things are requiring him to change his attitude.''
Voters elected Sarkozy in May partly because of his no-nonsense, direct demeanour -- in contrast to former President Jacques Chirac, known for eloquence but not for getting things done. Sarkozy's image was in line with his vision of remaking France into a business-friendly land of opportunity.
The reforms have not come as fast as Sarkozy hoped.
He managed to push through tax cuts and to trim retirement benefits for some transit employees, navigating a nine-day rail strike in the meantime, but he either caved in on or watered down many other planned reforms, from the taxi sector to higher education.
Sarko's soap opera
In the meantime, many believed Sarkozy's high-flying style spiralled out of control as he enjoyed the spoils of victory.
Sarkozy spent election night celebrating with friends at Fouquet's, a cafe on the Champs-Elysees popular with the jet-set. Then he borrowed a private yacht from a billionaire friend to relax before taking office.
There was also the soap opera of his love life, of which France quickly tired.
He divorced his second wife, Cecilia, in October, and reportedly began dating model-singer Carla Bruni the following month.
Their quick courtship, leading up to a February wedding, annoyed many French for its glitz -- they borrowed a private jet from the same billionaire friend for a vacation and reportedly lavished each other with expensive presents -- a Patek Philippe watch for him, a Dior ring for her.
Meanwhile, with all of France worried about the growing cost of living, Sarkozy proclaimed himself helpless to do anything, though he had made it an election promise. It does not help that the economy is stagnant, with growth slowing to 1.9 per cent last year from around 2.0 per cent in 2006.
The final straw came when Sarkozy used an expletive to brush off a man who insulted him as he worked the crowd at an agriculture fair. The video became a hit online.
The president's approval ratings have dropped to around 40 per cent from a high of around 65 per cent in July. Until now, Sarkozy hasn't done much to fix them.
"The magician didn't realize his wand was broken,'' said political analyst Jean-Luc Parodi. "The magic isn't lost, but it will take a long time to repair.''
