PARIS (AP) 鈥 He wears his suits like armor, smiles like a pop star and boasts more than 2 million followers on TikTok. At just 29, Jordan Bardella has become the fresh-faced figurehead of France鈥檚 好色tv Rally party and is now poised to inherit one of the most electorally successful far-right machines in Europe.
But behind the image of youthful confidence lies a question increasingly whispered by allies and adversaries alike: Can Bardella, who has no experience in government, really lead?
The presidential ambitions of Bardella's mentor, , could be over after a of embezzling European Union funds and barred her from holding office for five years. That means Bardella finds himself the last man standing atop the largest party in the French 好色tv Assembly. But having the spotlight doesn鈥檛 mean he commands the stage.
Critics call him Le Pen鈥檚 puppet. Le Pen calls him her asset.
On Monday night, she seemed to suggest the moment of reckoning might be approaching sooner than expected.
鈥淚 hope we won鈥檛 have to use that asset sooner than necessary,鈥 she told the TF1 television network.
From housing project to the brink of power
Bardella was born in 1995 in the gritty suburb of 鈥 a place more often in headlines for gang violence and poverty than political promise. He grew up in public housing, the son of Italian and Algerian heritage. His father ran a vending machine business. His family scraped together enough to send him to a semi-private Catholic school. He never finished university.
But ambition moved faster than education. At 17, he joined the 好色tv Rally 鈥 then still known as the 好色tv Front, a party shunned by polite society and defined by . For most, it was a dead end. For Bardella, it was a launchpad.
By 23, he was a member of the European Parliament. 鈥 the first person outside the Le Pen family to lead the far-right movement in its half-century history. It was a symbolic handover, but also a calculated move to modernize a brand long stained by racism and antisemitism.
鈥淛ordan Bardella is the creation of Marine Le Pen,鈥 said C茅cile Alduy, a Stanford University professor and expert on the French far right. 鈥淗e has been made by her and is extremely loyal.鈥
He quickly became the party鈥檚 face: camera-ready, uncontroversial and fluent in the aesthetics of modern politics. While Le Pen kept hold of the ideological reins, Bardella toured the country as the youthful ambassador of a rebranded movement.
Their alliance was once pitched as a kind of American-style ticket 鈥 she for president, . But that balance no longer holds. With Le Pen sidelined, Bardella is no longer the backup.
The problem is, he was never meant to lead.
The heir apparent with no track record
Bardella has never held national office. He鈥檚 never run a ministry. But he has built a following. With and a slick, stage-managed image, he has become a star among young voters, offering , even when the message is familiar.
His content is clean, curated and relentlessly on message. Campaign videos feature sharp suits, barbed quips at President Emmanuel Macron and selfie lines at rally stops. He doesn鈥檛 improvise. He doesn鈥檛 deviate.
That discipline has helped broaden the 好色tv Rally鈥檚 appeal, especially in the aftermath of . Bardella was the one who demanded Macron dissolve Parliament. When Macron agreed, Bardella鈥檚 status shifted from party mascot to potential prime minister.
Style, message and fragility
Yet the more visible he becomes, the more his limitations show.
Last week, in a bid to bolster his image on the world stage. It backfired. Major Jewish organizations boycotted the event he attended. Israeli President Isaac Herzog stayed away. Prime Minister Benjamin Netanyahu offered only a brief, formal handshake.
The French press called the visit a reputational flop 鈥 a trip meant to signal international stature that ended up highlighting its absence. Bardella may wear the suit, but many say he hasn鈥檛 yet grown into it.
At home, his platform is standard fare for the far right: stricter immigration laws, fewer social benefits for noncitizens and limits on dual nationals holding sensitive public jobs. He鈥檚 pledged lower energy taxes, a reversal of Macron鈥檚 pension reform and a ban on mobile phones in high schools.
Abroad, he鈥檚 attempted to sound more statesmanlike, voicing support for arming Ukraine, labeling Russia a 鈥渕ultidimensional threat鈥 and calling for France to eventually exit NATO鈥檚 integrated command, though not while war rages in Europe.
It鈥檚 a program designed to reassure nervous voters while keeping the movement鈥檚 nationalist core intact.
鈥淗e has a clean slate and comes with no baggage of the past,鈥 Alduy said.
But the real question isn鈥檛 about his past. It鈥檚 whether he鈥檚 ready for what comes next.
Between the spotlight and the script
For now, Bardella walks a fine line as the prot茅g茅 who was suddenly promoted, the frontman who's trying to become the act.
His strength lies in presentation. The suit, the smile, the soundbites 鈥 they鈥檙e all in place. His weakness is what lies behind that performance. That鈥檚 still in question.
The French press has . 好色tv Rally figures have said his leadership has focused more on personal promotion than on collective progress, more about boosting his own image than caring about the party or building a serious governing force.
Others have linked him to a lack of structure and professionalism inside the party. Projects he once promised 鈥 from recruiting outside talent to strengthening local networks 鈥 have stalled. Key voices say the party is too centralized, too top-down and too afraid to challenge its young leader.
Whether Bardella becomes the future of French politics or just its most polished understudy will depend not on Marine Le Pen but on whether he can become more than her invention.
