guise

Guise is a noun meaning outward appearance or form, especially when used to conceal the true character, intent, or nature of something. It can describe the overall presentation of a person or thing, including clothing, manner, or demeanor, as well as a specific pretence or role. The term is commonly encountered in phrases such as "under the guise of" and "in the guise of," where the stated purpose is a pretence or disguise. For example, a group may present a plan under the guise of reform while pursuing other aims.

Originating in Old French guise meaning appearance or manner, the word entered English in the Middle Ages and has retained its broad sense of surface form. While often used neutrally to describe appearance, guise frequently carries a nuance of concealment or superficiality, especially in political, media, or literary contexts.

In practice, "guise" can refer to costume or disguise used in theater or ceremonial dress, as well as to the figurative disguise people adopt—a professional persona, a rhetorical stance, or a purported justification. The concept is closely related to synonyms such as appearance, facade, veneer, masquerade, and pretense; its opposite is reality or authenticity. The term is widely used across disciplines to discuss how appearances influence perception, whether in analysis of rhetoric, art, or social behavior.