Renaissance Party's Rebranding Efforts: A New Identity Ahead of Elections

The Renaissance political party, previously known as En Marche, is considering a major rebranding initiative as it seeks to strengthen its identity and political recognition ahead of the upcoming elections. Gabriel Attal, the party’s secretary general, is leading discussions about potentially renaming the party to address the challenges of public recognition, as recent surveys indicate that only a third of French voters are familiar with the party's current name. This effort comes amid a broader trend in French politics, where many parties frequently change their names to revitalize their image.

In an internal email sent to party members on July 31, 2025, Attal emphasized the need for feedback on the party's future direction, particularly regarding its name and overarching identity. He believes that the name "Renaissance" lacks political strength, especially when compared to competitors like La France Insoumise and the Rassemblement National, which boast recognition rates closer to 70%. The urgency of this rebranding stems from the party's struggle to be perceived distinctly in a crowded political landscape.

The history of the Renaissance party, which was founded in 2016, showcases a pattern of name changes, including its previous identity as La République en Marche (LREM) from 2017 until 2022. Such rebranding efforts are not exclusive to Attal; other influential party members, such as Gérald Darmanin, have also signaled their intent to distance themselves from Emmanuel Macron’s political legacy. This shift in positioning is crucial as the party prepares for the 2027 elections, which are expected to be competitive and pivotal for embracing a clearer political identity. Attal's vision aims not just at rebranding but at rejuvenating the party's image to attract a broader voter base and enhance its standing in the political arena.