Images of Bolivia's first indigenous president adorn T-shirts and flags, an online Bolivian store called BoliviaMall.com is selling striped sweaters worldwide, and reporters from Madrid to Mexico City are writing about Evo Morales as a fashion symbol.

"This week a new front-runner has emerged in the men's wear style stakes," The Guardian in Britain declared in a fashion article shortly before Mr. Morales's inauguration. "Evo Morales, president-elect of Bolivia, has been rigorously working what is known in the world of fashion as a 'signature look.' "