Strategic Research and International Relations Department 08-01-2025

On December 22, 2024, just 15 days after his self-declared “conquest of Damascus,” Abu Mohammad al-Golani donned an olive tie over a formal black suit, marking a symbolic milestone in a 20-year-long journey of reinvention.

The man once known for his Afghan-style jihadist turban, revolutionary berets, and military caps has transitioned through an array of identities. From combat fatigues and all-black attire to a crisp white shirt with a Giorgio Armani blazer, albeit one he seemed visibly uncomfortable in during his early days of experimenting with formal wear, Golani’s visual transformation tells a story.

Gone are the days of the white and black jihadist turban, and the era of heavy military coats has passed. Only his thick, long beard has withstood the interventions of image consultants who, in his initial days of rebranding, recommended a dark olive suit resembling Fidel Castro’s iconic style.

His navy blazer, however, appeared hastily procured; its short sleeves constrained the movements of a man who hasn’t paused since receiving orders to “move,” a directive he took quite literally, shaking up not just Syria but the wider world.

Golani’s Biography and the Phases of His Reinvention

According to UN reports, Abu Mohammad al-Golani was born between 1975 and 1979. Interpol cites 1975, while some media sources suggest 1981. He is said to have studied medicine in Damascus for two years before abandoning his studies in the third year to join AlQaeda in Iraq following the 2003 U.S. invasion.

Iraq (2003–2006): Rising through AlQaeda’s ranks, he became close to Abu Musab AlZarqawi until Zarqawi’s death in 2006.

Lebanon (2006): After Zarqawi’s death, Golani moved to Lebanon, training the armed group Jund AlSham before returning to Iraq, where he was detained by U.S. forces in Camp Bucca.

Post-Detention (2008–2011): Released in 2008, he resumed activities alongside Abu Bakr AlBaghdadi, eventually overseeing operations in Nineveh for the Islamic State of Iraq.

Syria (2011–2013): Golani founded Jabhat AlNusra as an offshoot of ISIS, refusing AlBaghdadi’s attempts to merge it fully into ISIS in 2013. Instead, he pledged allegiance to AlQaeda’s central command under Ayman AlZawahiri.

In 2013, the U.S. State Department designated Jabhat AlNusra as a terrorist organization and offered a $10 million reward for information leading to Golani’s capture.

Strategic Shift (2016–2024): Golani cut ties with AlQaeda in 2016, rebranding his group as Hay’at Tahrir AlSham (HTS) and emerging as the de facto ruler of Idlib. By 2021, he appeared on PBS’s Frontline, without a mask, portraying himself as a pragmatic leader rather than a global threat.

The Rebranding Process

Name and Title Changes

The transformation wasn’t limited to attire. Golani’s moniker was replaced with “Commander Ahmed AlShar’a.” The shift from “leader of Jabhat AlNusra” to “Commander-in-Chief of Military Forces” underscored efforts to present him as a legitimate political and military leader.

Rhetorical Evolution

Golani has pivoted from fiery rhetoric about vengeance and martyrdom to advocating for pluralism, rule of law, and national unity. In a recent CNN interview after entering Aleppo, he spoke of his past affiliations as a closed chapter, emphasizing that his current objectives no longer align with his previous extremist ideologies.

Visual Rebranding

From the obscurity of masked interviews to confidently facing international media, Golani’s image has undergone a dramatic evolution. His first unmasked appearance on PBS in 2021 was a calculated step toward shedding his militant past. By 2024, he was wearing tailored suits and ties, signaling a deliberate shift toward portraying himself as a modern statesman.

A Shift in Goals

Golani’s objectives have undergone a metamorphosis as striking as his wardrobe. His early focus on sectarian conflict and jihad has been replaced by themes of reconciliation and governance:

From Annihilation to Inclusion: Once an enemy of Alawites, Druze, Ismailis, and Kurds, Golani now advocates for their rights, calling diversity “a strength we should be proud of.”

From Chaos to Rule of Law: Formerly dismissive of legal structures, Golani now champions a rule-of-law framework for all.

From Hidden Operative to Public Figure: The reclusive militant now meets international delegations and appears on global media platforms, seeking recognition as a legitimate leader.

A Modern Leader or a Masked Agenda?

With his symbolic tie and transformed rhetoric, Golani ; now Ahmed AlShar’a; seeks to reposition himself as a modern leader capable of steering Syria toward stability. Yet, questions linger: is this a genuine transformation, or merely a well-executed act to gain political legitimacy? Only time will reveal whether the tie will outlast the turban, or if the narrative of Ahmed al-Shar’a is just another chapter in the story of Abu Mohammad al-Golani.