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Long before there was talk of branding, Napoleon created for himself an inimitable and unmistakeable visual identity, notably via his way of dressing. This visual identity was to work in tandem with an obsessive ambition, a huge work ethic, and an almost pathological need to tell the story of his life and deeds. Above all, he was obsessed with power – he said of himself that he wielded it like a virtuoso his violin. Napoleon's words on the subject of 'appearance', reported by his early secretary, Bourrienne are telling: "you have to speak to people's eyes. [...] the head of government must attract every look, in every manner possible..." It is thought that the quintessence of this brand and philosophy, above and beyond the greatcoat, the chasseur colonel’s uniform, and hand in waistcoat stance, was the hat. And yet there is very little recorded evidence for Napoleon’s own manipulation of his image. Not much has been written on this subject. Frédéric Masson, devoted a few appended pages to the subject in his early 20th century publication, Napoléon chez lui, and Jean Tulard has very recently centred on the subject – two pages in his Dictionnaire amoureux de Napoléon. The questions to be considered in this paper. When did Napoleon adopt the iconic hat? When and why did he decided to wear it ‘the wrong way around”? Was it always the same hat? Did Napoleon ever himself refer to his hat policy? Was there ever a hat policy?