guise

The way someone or something appears, especially when that appearance hides their true nature.

• The actor appeared in a new guise.
• The thief entered in the guise of a cleaner.
• They collected private information under the guise of research.

How to use it: in the guise of someone/something (She appeared in the guise of a wealthy tourist.); under the guise of something (They sold advertising under the guise of independent advice.)

Similar words: appearance, form, disguise

Common phrases: in the guise, under the guise, different guise

An appearance that hides the true nature or purpose of someone or something.

• He acted under the guise of friendship.
• The advertisement appeared in the guise of a news report.
• They used several guises to hide their real purpose.

How to use it: under the guise of something (They collected private data under the guise of research.); in the guise of someone/something (The thief arrived in the guise of a repair worker.)

Similar words: cover, disguise

Common phrases: under the guise, in the guise

A usual way of speaking, behaving, or doing something.

• He greeted visitors in his customary guise.
• She spoke in her usual guise, slowly and softly.
• Each village followed its own guise in celebrating the harvest.

Similar words: manner, custom, way

Common phrases: in his guise, in her guise, customary guise