Political Fashion as Visual Strategy in Trump-Harris Campaign

The article analyzes how political figures use clothing as a strategic communication tool, focusing on the 2024 U.S. presidential candidates. Donald Trump consistently wears red, white, and blue—the colors of the American flag—coordinating his outfits with flags at rallies. He wore a red tie, white shirt, blue jacket with a stars-and-stripes pin. Kamala Harris at the debate wore black pants and jacket, white shirt, thin scarf, moderate heels, pearl earrings, and a stars-and-stripes pin, aiming for a balance between familiarity and presidential authority. Her scarf-tie echoed George Washington's portrait by Gilbert Stuart. No fashion brand claimed her look, unlike Chloé after her DNC appearances. Trump supporters Doug Burgum, J.D. Vance, and Vivek Ramaswamy coordinated in red, white, and blue at his trial. Vance's beard at the RNC evoked rural or pioneer imagery. Tim Walz, Harris's running mate, appeared at the DNC in a blue suit and tie, but is known for Red Wing boots, khakis, Carhartt jackets, and a Filson Mackinaw Cruiser, projecting a Midwestern dad image. Baseball caps are key merchandise: Walz wore a camo cap that became a Harris-Walz campaign item in orange; Trump's red MAGA cap remains iconic. Trump also sells watches, including a "fight fight fight" entry-level line and a $100,000 Victory tourbillon in gold and diamonds.