How a presidential candidate dresses is not typically the first thing that comes to mind when thinking about campaign strategy. It tends to go unnoticed, however, that what they wear at conventions, press conferences, debates and other public events is important in creating the candidate’s image.
Nothing a candidate does is by accident. But without a fashion-forward eye, these meticulous decisions are hard to detect.
For example, Vanessa Friedman, chief fashion critic for The New York Times, highlighted Vice President Kamala Harris’ choice of wearing a tan suit to the first night of the Democratic National Convention. This made waves as it was different from the unspoken dress code of red, white and blue. Former President Barack Obama also strayed from the norm by wearing a khaki suit in 2014. Harris called back to him, another historic candidate and a president who was trusted by the Democratic Party with one simple outfit. It can create trust among voters, even subconsciously.
Republican nominee Donald Trump’s campaign colors are red, white and blue, which mirrors his style choices. His signature navy blue suit, white button down and red tie are recognizable and connect to his campaign’s vision of patriotism. By using the colors of the flag, he makes his brand, through his clothing, the spitting image of the so-called “American Dream.”
Trump is not the only one to dress in an all-American kind of way.
Minnesota Governor Tim Walz, and running mate for Harris, has presented himself as a down-to-earth, classic Midwestern father figure, and how he dresses reflects that. Of course, we see him in suits at debates and other sorts of official vice presidential affairs, but in other public appearances, he dresses down and blends into the Minnesotan crowd.
Walz and his family attended the Minnesota State Fair in August. The classic matching suit was nowhere to be seen. Walz showed up in khaki carpenter pants, a baseball cap and a ringer t-shirt; the daily uniform of every Minnesotan dad I have ever met.
He wanted to show that he was an off-duty, family man, breath-of-fresh-air vice presidential candidate. And based on the reception of his appearance, I’d say he succeeded. Fairgoers crowded around for a chance to meet him.
Intentional dressing is not just reserved for candidates on the ballot. Their spouses and families are also in the spotlight, including the First Ladies of the present, past, and future.
In this election cycle, style sections in national news organizations have covered First Lady Jill Biden, former First Lady Melania Trump and even former First Lady Michelle Obama.
The family-oriented values of our country make it so that the personal familial lives of a candidate are a part of their brand. Public appearances and their spouse’s clothing statements are just as important as their own.
An article published by Women’s Wear Daily after Ohio Senator JD Vance was named as Trump’s running mate profiled both Vance and his wife, Usha Vance, with a focus on both of their wardrobes. It highlights their preference for formal business attire, while also noting that when attending family outings or relaxed events, they opt for an elevated casual look of sweaters, jeans, polos and button-downs that tie back to their family’s history pre-political scene.
Politico gave a timeline of Vance’s professional dress and noted Vance’s transition to dressing more like Trump since stepping into the Republican political scene and becoming a vice presidential candidate.
Would the majority of people have noticed Vance’s evolving style without reading that article? Most likely not. However, Vance stepped into his role as Trump’s running mate, solidifying a concrete brand, bright red tie and all.
This brand creation is a balancing act between the professional image of a politician, and a showcase of personality and the candidate as a brand.
A study published in 2021 for The National Library of Medicine assessed 320 participants between 18 and 78 years old on the impact of attire and academic degrees on their opinion of a political candidate. The research found that “the way the candidate was dressed affected the evaluation of his personality characteristics,” and they “believed an individual in casual wear to be more active, attractive, open to people and the world, friendly, honest, and reliable, and only more smart, and effective while dressed formally.”
Clothing is a candidate’s secret weapon. Though not everyone notices, it is one more thing that candidates consider in a calculated fashion to get your vote.
Elaina Mankowski can be reached at mank2823@stthomas.edu.