ABSTRACT
Between 1996 and 1997 ‘Cool Britannia’ entered the United Kingdom’s style lexicon. New Labour seized upon its association with youth culture and musical celebrity as part of that year’s election campaign. D:ream’s 1994 chart hit ‘Things can only get better’ became New Labour’s anthem, promising a jaded electorate hope and social regeneration. Keen for young votes, Tony Blair lavished attention on rock bands Blur and Oasis, which paralleled a sudden interest in major league football teams and their players. As the commentator Jim Claven has noted, popular culture became an important tool in selling the New Labour project to young swing voters and their lifestyle aspirations. 1
