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How US Midterm Candidates Use Style to Connect With Voters
In the social media age, candidates running for office in the United States are increasingly using their personal wardrobe choices to project political messages and establish authenticity. According to fashion analysts and political advisors, campaign clothing helps politicians demonstrate that they are both capable of holding office and relatable to the voters they seek to represent.
Embracing Rugged Attire and Casual Uniforms
Several candidates have adopted region-specific and casual clothing to highlight their local roots and working-class platforms:
- Marie Gluesenkamp Perez: The Democratic representative for Washington's 3rd Congressional District, a former auto repair shop owner, wears low-key work jackets, flannel shirts, jeans, and practical footwear to reflect her support for small businesses and working families.
- Mary Peltola: Running for a Senate seat in Alaska, the Democratic lawmaker frequently wears rugged outdoor gear, puffer jackets, and traditional Yup'ik footwear, nodding to her Native Alaskan heritage and her past work on an Alaskan fishing boat.
- Abdul El-Sayed: The Democratic candidate for the US Senate in Michigan maintains a consistent outfit of a black V-neck T-shirt and blue jeans. Paired with his slogan "money out of politics, money in your pocket," the minimal aesthetic aims to focus voter attention on his message while appealing to an urban, working-class electorate.
Patriotic Touches and Regional Branding
Other politicians use patriotic symbols or iconic regional clothing items to forge a distinct visual identity:
- Ashley Hinson: The Republican Senate candidate in Iowa incorporates classic Americana elements into her campaign style, including denim dresses, bandanas, red blouses, and pumps decorated with the American flag.
- Ken Paxton and James Talarico: In Texas, top prosecutor Ken Paxton and Democratic state lawmaker James Talarico both wear relaxed blazers paired with cowboy boots. Analysts note that handcrafted cowboy boots, such as Lucchese boots, carry deep visual history in Texas politics. However, Paxton has faced criticism from political opponents and Donald Trump regarding his wardrobe, including a resort-branded polo shirt and an unconfirmed luxury watch.
- Marsha Blackburn: The Republican Senator running for governor of Tennessee maintains a structured, timeless look featuring tailored jackets and patterned skirts that she has worn over her decades in public office.
The Evolving Role of Campaign Wardrobes
Observers note that formal neckties are becoming less common on the campaign trail as politicians shift toward relaxed visual messaging. At the same time, traditional formal styles remain powerful signifiers. Former President Donald Trump's signature navy suit and red tie continue to serve as a recognizable visual blueprint adopted by various figures within his party, including Vice President JD Vance, Secretary of State Marco Rubio, and Treasury Secretary Scott Bessent. With political messaging increasingly focused on television and digital media, experts expect visual branding through clothing to remain a central strategy in future elections.
Source: 'The necktie is dead': How US midterm candidates are dressing for votes