Abstract: In the post-truth situation, emotions instead of rational judgments determine the political and moral positions on war, the notions of aggressor and victim. The text proposes to look at the current term post-truth from the point of view of its interrelationship with the concept of lifestyle. The research focuses on the media images of presidents Vladimir Putin and Volodymyr Zelensky, formed after the start of the war in Ukraine and, more specifically, the lifestyle models they represent. The images of the presidents circulating in the media became not only emblems of the two sides in the war, but also weapons with which to win allies and fans.