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How Does Fashion Influence Political Power and Elections?

by Rosie Deacon

Bacon sandwiches, purple power suits and scruffy hair. Yes, believe it or not, they all have something in common. 


Cast your minds back to 2018, the year Teresa May’s infamous dancing queen moves were ignited by her walk on stage at the Conservative conference party, attracting more than just the attention of the Tories. Her black pin stripe power suit and the gold statement jewellery were more on show than the speech she delivered, whilst she jazz handed her way towards the microphone. And why is that? Should it really matter what a politician is wearing, as long as they do their job diligently?



With the upcoming 2024 US Presidential Election, fashion seems to be overlooked and overstated. 


The red propaganda Trump has donned for most of his rallies and public appearances showcase his plethora of red ties and red caps, with the slogan “Make America Great Again.” The Republican party colour, along with the camaraderie of all his supporters, who wear the same ties and caps as him, only go onto boost more support for Trump. Many would declare him a showman in red, jabbing his fingers to the crowd, with the words of “immigration” flouncing in and out of his mouth. 


Whatever you may think, one thing is true, Trump fans don’t just support him, they idolise him. Meaning whar he wears is more important than you may think. Trump’s no show and refusal to deter his supporters from storming the white house back on January 6th, 2021 just goes to show the uncheckedpower he contains if he is elected a second time into office, the red caps and merchandise only help to spread this message of ‘Trumpism’, an all too easy message that might sway an undecided voter.


In 1963 Psychologist Milgram carried out a social experiment on the conflict between obedience and authority. He took forty men aged between twenty and fifty years old and told them if they randomly picked (by paper in a hat) the ‘teacher’ then they were to administer electric shocks to the ‘learner’, with the ‘experimenter’ observing and urging the ‘teacher’ to continue to give a higher voltage each time. 


Milgram concluded that a shocking 65% of participants (‘teachers’) continued to the deliver the highest level of 450 volts, with all the participants continuing to a disturbing 300 volts. One situational factor that affected obedience in particular, was the authoritative uniform worn. 


The ‘experimenter’ overseeing the ‘teacher’, who urged the ‘teacher’ to administer a higher voltage, wore a grey technician’s lab coat. This social construction of authority and scientific prestige, of the ‘grey lab coat’, highlighted the impact of external appearances importance on authority figures. 


In a society that places high importance on aesthetics. Does a well-manicured, freshly blow dried politician deliver better policies?


Well, “Don’t judge a book by its cover” is said more oftenthan days Liz Truss was in power. But is it really true? Not if Ed Miliband’s 2015 Labour campaign was anything to go by.


In 2014 Ed Milliband was photographed eating a bacon sandwich after picking up flowers for his wife. What should have been seen as a normal afternoon for a family man trying to appeal to the working class, bit him in the ass when a year later, and a day before the 2015 general election. 


A British news publication printed the photo of him with his hands wrapped around the sandwich, with the headline “Save Our Bacon”. The contrast between his well pressed suit and his slobbery mouth seemed to contrive an unpleasant smell to the British public. And the next day, when the election results were announced, Labour had lost. 


And one man’s love affair with a Bacon Sandwich had ended, along with his dream of becoming Britian’s labour Prime Minister.


Although Boris Johnson’s scruffy hair and boorish blue suitsdidn’t seem to stop the conservatives voting him in as prime minister to succeed Teresa May in 2019. The fumbling Boris was rarely seen without a suit or the occasional ‘running’ gear.


However, his tumultuous reign ended in 2022 after illegal Christmas parties and his failure to act on a Brexit deal,ending Boris’ good favour of the British public and his cabinet members. It seemed people were eager to look past his fashion and focus on his actions in this instance. His appearance was never the problem, just his words and actions, or rather lack of, that propelled him out of Number 10 in 2022.


Kamala Harris’ presidential campaign started late but by no means has it slowed down. Her constant presence in swing states to win them over and unabashed ‘get stuck in’ attitudein the abortion clinics and hurricane help centres have proved her dedication to her supporters. Her actions certainly speak louder than words, and she knows that what she chooses to put on her body each morning will be seen by millions.


Harris has mostly been seen in blue or neutral monochromaticsuits when speaking on stage and out in communities meeting people. Although Kamala’s go to monochromatic crisp suitsand heels have been a staple in her campaign around the country. She’s not afraid to swap her suits for comfier clothes.In the Call Her Daddy Podcast, Harris opted for a navy blue collared zip up with a small white flag on her left side over her heart. 


Her fashion is loud and clear. The white flag represents this peaceful message she is putting out in her campaign, a paradox to the American flag pin Trump wears, hinting at the chaos that her opponent will create if he is elected. In fact, she wore this same white flag on her left side at the presidential debate in September and her other rally’s. One can’t help but think it is a subtle reinforcement of her promise to deliver a ceasefire in the Palestine and Israeli conflict when she is president. 


So, we come back to the question of should it really matter what a politician is wearing, as long as they do their job diligently?


Yes.

Yes, it does.


What you wear, whether you like it or not, is judged by people who see you in your day to day life. In a politicians case, sometimes millions will be judging you, looking for mistakes. How you present yourself and what a politicians wear, may be the only thing they can control in that moment, sending out its own message without them ever having to speak it.

 

Edited by Emily Duff

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