Americans are preparing to cast their ballots in the upcoming US midterm elections.
Joe Zee said, "Politicians are dressing for two jobs at once: to look capable of holding office but to also look connected to the people they want to represent." Democrat Marie Gluesenkamp Perez won a Republican-held seat in Washington's 3rd Congressional District during the 2022 elections.
Robert Ordway noted that Perez is likely the most accurate representation of authenticity and personal background. Tashira Halyard observed that the style of Perez conveys a message that champions the working class. In 2022, Democratic lawmaker Mary Peltola was sworn in as a congresswoman while wearing traditional boots from the Yup'ik people.
Bonnie Kristian suggested that Peltola's use of flannels, puffer jackets, and indigenous-inspired details serves to remind voters of her Native Alaskan identity. Republican Senate candidate Ashley Hinson appeared at a primary election party in Iowa in June wearing pumps bedazzled with the American flag.
Halyard described Hinson's ensemble of American flag high heels, a denim dress, and a bright red blouse with a bandana as classic Americana. Kristian stated there is a strategic advantage to Hinson's look, as she is cultivating a visual identity that cannot be misinterpreted.
Texas serves as a battleground between top prosecutor Ken Paxton, 63, and Democratic state lawmaker James Talarico, 37. Ordway claimed that the necktie has died on the campaign trail for both political parties. Friedman said that James Talarico's handcrafted Lucchese cowboy boots are a deliberate choice to speak to various constituencies in Texas.
Friedman also noted that former US President George W Bush wore Lucchese cowboy boots.
Donald Trump urged voters to focus on his record, stating it "speaks a lot louder than the suit he's wearing that doesn't look so great." Zee remarked that a polo branded by a five-star resort can convey luxury associations as clearly as a formal suit. Marsha Blackburn is currently running for governor of Tennessee.
Kristian said Blackburn's looks are fairly timeless and could have been worn by GOP women at any time over the last three decades. Michigan Democratic candidate for US Senate Abdul El-Sayed has adopted a consistent look consisting of a black V-neck T-shirt and blue jeans.
Zee suggested that while the goal is to focus on his words, the plain T-shirt remains a deliberate branding choice to look un-styled. Friedman noted that Trump's recognizable power suit and red tie were cultivated even before he entered the White House. Friedman claimed that a navy suit, red tie, and white shirt immediately identify someone as a Trump person.
Friedman expects to see more politicians using clothing to effectively brand themselves as the 2028 general election approaches.
