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Candidates seeking to advance to Congress ahead of the U.S. midterm elections do not compete solely on policy.
In the era of social media, candidates are attracting public attention and revealing the values they pursue through their clothing. Candidates' clothing has now become a measure of how sincere they are and how likable they are to the public.
“Politicians dress to fulfill two roles at once,” says celebrity stylist George Gee. “To look qualified to hold office while also forming a bond with the people they seek to represent.”
From Alaska to Texas, we looked at candidates who make their presence felt with their own style on the campaign trail.
Clothing that resembles the region
Some candidates, like Marie Glussenkamp Perez of the Democratic Party, are promoting an image that conveys a comfortable, outdoor atmosphere. Perez is a member of the House of Representatives representing Washington State's 3rd Congressional District.
He, who ran an auto repair shop, is running for re-election in 2022 after winning a district previously occupied by the Republican Party, with policies to support small business owners and working families.
He likes to wear simple, calm work jackets, flannel shirts, jeans, and practical shoes.
Robert Ordway, a conservative public policy advisor and former CEO of Capitol Hill Claudius, a clothing company, evaluated Perez as the candidate who best reflected 'authenticity and his own background' in his attire.
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“It fits well with the character of the Pacific Northwest, which has a lot of trees and forests and a strong atmosphere of outdoor activities,” he said.
Tashira Hailyard, a Washington, D.C.-based lawyer, content creator, and public policy expert, said Perez's style "supports the message that he represents the working class."
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Mary Peltola, a Democrat running for Senate in a swing district in Alaska, is taking a similar approach.
He attracted attention by wearing traditional Yup'ik indigenous shoes when taking the oath of office as a member of the House of Representatives in 2022.
In this election as well, his rugged outdoor style reminds us of his past working on a fishing boat on the Kuskokwim River in Alaska and his campaign slogan of 'Fish, Family, Freedom'.
Bonnie Christian, a conservative writer and journalist, said the flannel shirts, padded jackets and details inspired by Native American traditions appear to be intended to remind voters that Peltola is a native Alaskan and Native American.
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Patriotism revealed through clothing
Some candidates are choosing a bolder, more patriotic image, such as Ashley Hinson, who is running for the Iowa Senate as a Republican.
His attire is neat and conservative, but he uses classic, nostalgic elements such as jeans and bandanas in his daily campaign attire.
Hinson, who is in a close race with the Democratic candidate, has expressed support for President Trump while appearing to distance himself from some of the Trump administration's policy decisions.
He wore high heels decorated with American flags at a primary election celebration in Iowa last June.
Haleyyard said that this style of clothing was reminiscent of the style shown by Trump supporters at rallies, and evaluated it as a display of typical American patriotism.
He said, "Ashley's high heels with the American flag on them, a denim dress, a bandana around her neck, and a bright red blouse are typical American style."
He added, “The idea is to literally wear patriotism on our sleeves.”
Journalist Bonnie Christian said Hinson's attire had a "strategic advantage."
In an era where it has become important to grab attention in just a few seconds on social media, you are building a visual identity that anyone can recognize at a glance.
“The denim dress, red bandana, and shiny American flag-adorned shoes all signal that he is a Republican candidate trying to win the support of rural voters. And that is what he is,” he said.
Take off your tie and put on your cowboy boots.
Texas, once a solid stronghold of the Republican Party, has now become a battleground between Ken Paxton, 63, a representative Republican prosecutor-turned-politician, and James Talarico, 37, a Democratic state lawmaker.
President Donald Trump supported Paxton amid controversy over the Republican candidate who served as a longtime senator.
At the election campaign site, the two candidates are wearing similar attire, wearing comfortable blazers and cowboy boots.
“Ties are disappearing from both parties on the campaign trail,” Ordway said.
He went on to explain, “Younger candidates dress up to appear serious, while older candidates drop formality to appear like friendly neighbors.”
Fashion critic Friedman analyzed that wearing Talarico's handmade Lucchese cowboy boots was a very intentional choice to reach out to a diverse voter base in Texas.
“Those boots have a meaning deeply rooted in the Texas semiotic system,” Friedman said. Here, sign system refers to the study of signs and their interpretation methods.
He explained, “Former U.S. President George W. Bush also wore Lucchesi cowboy boots,” adding, “Through these shoes, we will be able to appeal to a diverse base of voters beyond political party boundaries.”
Meanwhile, Paxton's attire has been criticized on several fronts.
Even President Trump expressed dissatisfaction with his attire. Trump urged voters to take note of Paxton's accomplishments, saying they "speak much more than a not-so-flattering suit."
As the cost of living emerged as a major issue in the midterm elections, Paxton was criticized by his rivals for wearing an expensive watch and a polo shirt with the logo of the luxury hotel chain Four Seasons.
“The criticism that he wore expensive watches and Four Seasons polo shirts raises another question about his attire,” said George Gee, a stylist who also serves as a faculty member at the Fashion Design and Merchandising Institute at Arizona State University. “Just because he wears comfortable clothes does not necessarily mean he looks like a person leading an ordinary life.”
He continued, “A polo shirt with a 5-star resort brand on it can give off a luxurious image just as clearly as a suit.”
He added, "The brand and price of the watch have not been confirmed, but it shows that even a single accessory can complicate the message a candidate is trying to convey, depending on how people perceive it."
image copyrightFacebook/KenPaxtonTX
your own uniform
Friedman said that an accepted uniform-like attire is a very effective tool and a great way to make yourself recognized across the country.
Marsha Blackburn, a Republican senator and former representative from Tennessee's 7th Congressional District, is also taking this approach. He is currently running for governor of Tennessee.
Senator Blackburn enjoys wearing open-shouldered jackets and skirts, and sometimes chooses patterned outfits.
Ordway recalled that when she worked as a legislative aide for an Indiana senator, whenever she saw Blackburn on Capitol Hill, he was "very neat and stylish."
“(Blackburn) always wore a pearl necklace,” he said.
He added, "As he has been a politician for a long time, he must have decided a long time ago how to dress in accordance with how voters view him."
Christian said, “Her clothes are generally timeless,” and “These are clothes that would not look out of place at all even if they were worn by Republican female politicians at some point in the past 30 years.”
Meanwhile, Abdul El-Sayed, the Democratic candidate running for senator in Michigan, is also sticking to a consistent style.
He is facing fierce competition from a former congressman who is supported by President Trump. His trademark is a black V-neck t-shirt and jeans.
As a progressive candidate who distances himself from the mainstream political world, he is putting forward the campaign slogan, 'I will take money out of politics and put money in your pocket.' He describes his clothing as 'minimum style, maximum politics.'
Ordway said the style was reminiscent of startup founders and was intended to appeal to working-class voters in urban areas.
George explained that this type of attire "reduces much of the protocol and formality that comes with a politician's official appearance."
He said, "It conveys the message that people's attention should be focused on what the candidate says, not on what the candidate is wearing. However, a plain t-shirt is also an image strategy. Even looking unadorned can be an intentional branding method."
Image Master of politics, Trump
Friedman selected Trump as the person currently most skillfully using this image strategy in the United States.
His iconic power suit and red tie, which he always wore when appearing in movies and reality TV shows, were his image established even before he entered the White House.
Friedman said, "Trump not only has his own merch, but he also has his own way of dressing. Now, every member of his cabinet wears similar clothes, and half of the senators also dress in his style. It becomes a symbol that works like a Pavlovian conditioned reflex."
He explained, “When you see someone wearing a navy suit, red tie, and white shirt, you think, ‘Oh, he’s from Trump’s team.’”
Regardless of the outcome of the election between Trump and the Republican Party, Friedman predicted that as the 2028 U.S. presidential election approaches, the number of politicians who will effectively build their image through their clothing will increase.
He said, “A significant part of today’s politics is conducted through social media and TV. The importance of visual messages is increasing, and their importance will only increase in the future.”
