When Andy Burnham — a man who hopes to become the next Prime Minister of the United Kingdom — stood on stage after winning the Makerfield by-election, he wasn’t alone. Flanking him were a man dressed as a fox, an “intergalactic space warrior” with a bin for a face, and the leader of the Official Monster Raving Loony Party. To the casual observer, it might have looked like a carnival. But in British politics, costumed candidates are a cherished tradition that stretches back decades.
A Tradition Nearly 60 Years in the Making
The roots of costumed candidacies in UK elections trace back to 1963, when rock ‘n’ roll musician David Sutch — better known as “Screaming Lord Sutch” — first ran for Parliament. Sutch would go on to contest 41 parliamentary seats over his lifetime, bringing theatrical flair and satirical manifestos to the serious business of elections. His legacy lives on through the Official Monster Raving Loony Party, which he co-founded in 1982.
Today, Alan “Howling Laud” Hope leads the party and has run for election at least 38 times, facing off against former prime ministers David Cameron, Boris Johnson, and Theresa May. The party has fielded more than 200 candidates over the years, and while they kick out members who stand a chance of actually winning, their influence on British law is surprisingly real. One of their long-standing campaigns — for pubs to remain open all day rather than closing in the afternoons — became law in 2005.
Count Binface: The People’s Intergalactic Space Warrior
Perhaps the most recognizable costumed candidate today is Count Binface, a self-described “independent space warrior” who has become a fixture at British elections. He has run against former prime ministers Rishi Sunak and Boris Johnson, as well as London Mayor Sadiq Khan. His manifestos are deliberately absurd — promising wifi on trains that work, and trains that work — but they carry a kernel of genuine public frustration.
For the Makerfield by-election, Count Binface’s manifesto included policies like being “the UK’s entrant at Eurovision 2027” and a “price cap on Wigan kebabs at £2.” Speaking to Sky News, he also raised more serious points, such as the belief that elected mayors should serve out their terms before being eligible to stand for Parliament.
More Than Just a Costume
Rob Pownall, who ran as a fox in the Makerfield by-election, spends most of his time running Protect the Wild, an advocacy organization for British wildlife. For Pownall, the costume was a vehicle for activism. As he shook Burnham’s hand on stage, he urged the incoming MP to take action on animal welfare issues, including ending fox hunting and the badger cull.
“I think it was a brilliant display of British democracy in action,” Pownall told the BBC. He sees costumed candidates as part of Britain’s “unique eccentric energy” — a way to shine a light on issues that don’t normally make the headlines.
This wasn’t Pownall’s first time running in costume. In May, he dressed as a giant gannet while running for the Scottish Parliament to call for an end to the centuries-old Guga hunt.
The Business of Running in Costume
Currently, it costs £500 to run as a candidate in UK parliamentary elections. Those who poll above 5% of the total valid votes get that sum returned, making it a relatively low-barrier way to gain a platform. For advocacy groups and satirical candidates alike, the election stage — and the media attention that comes with a colorful costume — offers an outsized return on a modest investment.
For the printing and apparel industry, these candidacies represent a fascinating niche. Custom-printed t-shirts, costumes, banners, and campaign materials are all part of the ecosystem of a UK election. Whether it’s a fox costume, a bin-shaped helmet, or a Loony Party rosette, someone has to design, print, and produce these items.
What It Means Going Forward
As the UK heads toward its next general election, expect to see more costumed candidates on the campaign trail. They may not win seats, but they win attention — and in the age of social media, attention is currency. For every serious policy debate, there’s a candidate in a funny costume making sure the public stays engaged, entertained, and, in some cases, informed.
The tradition of costumed candidacies is a uniquely British phenomenon, blending satire, activism, and democracy into something that couldn’t happen anywhere else in the world. And as long as there are elections, there will be someone willing to dress up and run.