The Rise of HTS and its Rebranding Strategy

Hayat Tahrir al-Sham (HTS), a coalition of rebel groups, has launched Operation Repelling the Aggression against Bashar al-Assad's regime in Syria. The group's leader, Abu Mohammed al-Jolani, is actively attempting to distance HTS from its jihadist origins through a rebranding strategy that emphasizes a civilian governance role. This transformation is illustrated by social media memes that depict Jolani evolving from military attire to more civilian clothing, underscoring his push for a more approachable image. The rebranding aims to position HTS more favorably among local populations and international observers, seeking legitimacy as a governance entity amid ongoing conflict.