Jordan Bardella at the launch of his new book at the Théâtre de Marigny, Paris, October 28, 2025. CYRIL BITTON/ DIVERGENCE FOR LE MONDE
Almost every evening, the new face of France's far right summons a smile on cue as he makes his way past a dense, patient crowd clutching books, sits down at a table and cheerfully declares, "All right, let's get started." The first person steps forward, trembling, as if standing before a future French president. It is a scene that never ceases to amaze, yet repeats itself regardless of the weather and stretches on for hours, as long as it takes to read the book in question itself, Ce que veulent les Français ("What the French Want"), a succession of portraits of workers. Jordan Bardella signs 1,500 copies, poses for 1,500 photos, says "thank you, thank you very much" 1,500 times, and does it all again the next day in another city, because politics is the art of repetition. So much so that, after this second book in two years, he could be tempted to publish a third.
The book signing by the president of the far-right Rassemblement National (RN) was a family outing for Agnès, 62, and her daughter, who did not give her "very identifiable" name, on a recent Monday in Perpignan, southwestern France. Why did they admire him? "His sincerity. He opens up to people. He's not the son of a wealthy family, he didn't go to university: For me, that's a real asset, given what our leaders with 20 years of higher education have done to this country. I prefer someone pragmatic. He's not sectarian, and that's sorely lacking." Agnès, a recent retiree from the civil service, had not forgotten Marine Le Pen and loved the idea of a "partnership," but added, "I think he attracts different people, young people, through his background, and people from the upper classes. In 2027, he can broaden the appeal."
