Perhaps he is trying to distance himself from his past self. Naruto has had a tough childhood and has been through a lot. Changing his appearance could be a way for him to start anew, to shed the image of the 'troublemaker' or the 'lonely kid'. He might want to present a new, more confident and respected image to the people around him, both friends and foes.
His friends might be initially shocked. For example, Sakura could be taken aback at first. But if Naruto's new appearance is for a good cause like a dangerous mission, they would quickly adapt and support him. They would still recognize him by his personality and spirit.
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Perhaps he would change to Naruto Storm. 'Storm' can represent his powerful and sometimes tempestuous nature. In the series, Naruto has shown great strength and determination that could be likened to a storm, which is both destructive and at the same time a force of change.
His character would become more secretive. Instead of being the open - hearted Naruto we know, he'd have to keep things to himself. For instance, he couldn't share all his thoughts and experiences with his friends right away.
One possible reason could be for protection. Maybe there are threats out there targeting him, so by hiding his appearance, he can move around more freely without being recognized. For example, if there are rogue ninja who want to take revenge on him for past battles, hiding his face would make it difficult for them to track him down.
His confidence could turn into over - confidence bordering on arrogance. As a villain, he might think he is above everyone else and that his way is the only right way. He would no longer listen to advice or consider the consequences of his actions on others, believing that he can handle any situation on his own, no matter how dangerous or unethical.
Clothing changes can also represent his emotional state. If he's wearing something more somber and dark, it might indicate a period of self - reflection or dealing with a difficult situation. For example, after a major battle where he loses a friend, he could change into all - black clothes as a sign of mourning.
The Weasley twins might also get involved. They are known for their love of pranks and inventing new magical items. They could create a special device or a new type of magical makeup that Harry could use to change his appearance. They would probably do it with a sense of humor, but it could still be an effective way for Harry to transform himself, like giving him a false nose that can be changed at will or a set of robes that alters his body shape.
It could also be due to a prophecy or some sort of spiritual guidance. In the Naruto universe, there are often prophecies that guide the characters' actions. A prophecy might suggest that changing his name would bring about some great change or power. For instance, if there was a prophecy that a new name would help him unlock a hidden power or unite different ninja clans under a new banner.