Pierre Poilievre drops the glasses as part of an image revamp

Conservative Leader Pierre Poilievre is sporting a new look after the party underperformed in a series of recent byelections — a makeover the Tory leader says is driven by fashion input from his wife.

Poilievre has followed a strict business dress code in the nearly 20 years he's been on Parliament Hill.

Rarely seen without a tie while carrying out his official duties, Poilievre has always shown a fondness for navy blue suits, the favoured uniform of both Bay Street and federal politics.

Until recently, the Tory leader wore glasses. He's left them behind as he travels around the country on a summer tour to highlight Prime Minister Justin Trudeau's perceived failings.

The new look took effect shortly after the party narrowly held the London-area riding of Oxford, Ont. — seen as a Conservative stronghold — while putting up a poor showing in a potentially winnable suburban seat, Winnipeg South Centre, in the June byelections.

Speaking to reporters at a press conference in Niagara Falls, Ont. on Wednesday, Poilievre acknowledged he's undergone a modest makeover.

Dressed in a pair of bootleg blue jeans and wearing aviator sunglasses like those worn by Tom Cruise in the Top Gun movies, Poilievre said his wife, Anaida, thinks he "looks better without glasses so I have to keep her happy first and foremost."

It's not just the clothes. Poilievre, known for sparring with reporters, also accepted a follow-up question from CBC News about his image revamp.

"Normally we don't allow supplementary questions," Poilievre said, pointing to the majestic waterfall behind him, "but it's such a beautiful place — you've softened my heart."

"Whether or not I wear glasses, I have the best vision for the country. A vision for lower cost, more affordable groceries, safer streets. That's the vision Canadians want. Let's bring it home," a smiling Poilievre added, using his campaign slogan.

A spokesperson for Poilievre didn't respond to a request for further comment.

Chad Rogers is a longtime Conservative strategist who has known Poilievre for years. He said Poilievre isn't strictly a buttoned-up politico.

Poilievre follows CrossFit, a high-intensity fitness regimen, and kicks back in casual clothes with his friends and close confidants, Rogers said — a side of the leader that's not well known to voters.

Trudeau has 100 per cent recognition in public opinion polls, while Poilievre is a lesser-known figure, Rogers said. Poilievre has to define himself before his opponents do it first, he added.