Tailored to Lead - Fashion Serves Many Purposes
By: Jayda Cockett
Fashion is truly everywhere—even in American politics. Historically, the spotlight of presidential fashion has been on the First Lady, with little attention paid to what the presidential candidate and their running mates. Perhaps presidential attire didn’t speak as loudly in previous years, or maybe people simply weren’t paying as much attention.Yet, throughout this presidential candidacy race, it is hard to not pay attention to the wardrobe of the current running presidential candidates and their running mates. However, the 2024 presidential candidates—Kamala Harris, Tim Walz, Donald Trump, and JD Vance—have turned their wardrobes into strategic tools, making fashion a hot topic in this election cycle.
This year, presidential fashion is all anyone can talk about. From Kamala Harris’s signature Chuck Taylors paired with power suits to Donald Trump’s patriotic color scheme, each candidate is intentionally crafting a story through their wardrobe choices. These silent messages reveal the candidates' values, strengths, and vision for America. These candidates may not align on policy, but one thing they seem to align on is that fashion speaks loudly and that they have each chosen to use it as a powerful voice in connecting with the public.
Known for his business acumen and strong political stance, Donald Trump chooses to emphasize his persona through his fashion as a form of visual storytelling. He continuously opts for a business professional look that reinforces his image as a patriotic business man. Yet, throughout this electoral cycle he has taken this look a step further. Trump has opted out of his typical suit for a navy blue suit paired with a crisp white button down shirt, and a bold red tie. This patriotic color palette aligns with the red, white and blue patriotic theme of his campaign along with his social media presence
"Save America" rally on June 25 in Mendon, Illinois.
The navy blue suit paired with his white crisp shirt create a formal and authoritative appearance, while the red tie emphasizes a nod to his Republican stance and a central piece to his red white and blue color scheme of his campaign. Trump's intentional use of these colors conveys a message of tradition and dedication to the nation. This consistent display of formality and patriotism throughout his appearance reinforces an unmistakable message to the voters.
Trump's running mate, JD Vance, sports a very similar look to Trump. Throughout Vance’s candidacy, he is seen wearing a comparable color scheme—red, white, navy blue, and light blue. Vance typically supports his presidential candidate, Trump, by wearing a very similar looking, if not the same, navy blue business suit, a crisp white button-down paired with a bright red or light blue tie. This theme of patriotism from Trump is seen throughout Vances wardrobe throughout this year's entire presidential candidacy. The means of expressing support to his running mate is apparent with the similar fashion along with a sense of unison. The matching color scheme portrays their aligned beliefs along with a sense of teamwork and solidarity.
Kamala Harris has a very specific image portrayed throughout her wardrobe within this presidential candidacy. Harris is typically seen wearing a monochromatic, dark colored, pants suit, adorned with an American flag brooch and a pair of Chuck Taylor sneakers or a dark stiletto heel. Her deliberate choice of a power suit conveys authority, while the dark tones of the suit maintain a sense of composure and purpose. When Harris is not seen in her typical stiletto black heels, she is seen pairing her power suit with Chuck Taylor sneakers. We can say that this is just a comfortable alternative to her usual stiletto, yet nothing in a presidential candidacy is unintentional. This style choice comes with a strategy and a visual story to tell. The choice of pairing a powerful pants suit with a Chuck Taylor creates a story that expresses what Harris intends to reveal to the voters.
Vice President Kamala Harris during the Democratic National Convention Thursday, Aug. 22, 2024, in Chicago. (AP Photo/Jacquelyn Martin)
This style choice tells the story of someone who is just like you. Chuck Taylor shows a sense of comfort and tells the voters that she is one of them, just a normal person who wants the same as they do. This choice communicates that Harris is one of the people—a leader who can relate to everyday Americans. Her combination of the American flag lapel pin, power suit, and sneakers creates an authentic narrative of accessibility and commitment to representing the working class.
Tim Walz demonstrates a very similar look to what Harris portrays. Walz resonates with a down to earth, “one of the people” aesthetic, similar to his running presidential candidate, Kamala Harris. Walz is typically seen wearing a flannel shirt, camo or jeans expressing himself as an American family man. Some have even noted that he has that “All American Football Coach Vibe”. This casual, approachable style underscores Walz’s connection to the everyday American and bolsters his position as a grounded, relatable candidate. His wardrobe choices evoke a sense of nostalgia and familiarity, playing into the “Americana” theme that speaks to his values and vision.
In 2024, presidential fashion is no longer just a sideline; it's a calculated part of the campaign. Each candidate uses their attire as a silent, persuasive communicator, spreading messages that align with their platforms and personal narratives. From tradition and patriotism to approachability and authenticity, their fashion choices underscore their commitments, subtly swaying public perception in their favor. The era of presidential fashion as a campaign strategy has truly arrived and is seemingly here to stay. I wonder if this will continue into the elected candidates' presidency, or even 4 years from now in the next presidential election. Only time will tell.
Image: AFP via Getty Images, Michael B. Thomas
