By Salma El-Sakka
As Americans prepare to vote in the midterm elections, congressional candidates are leveraging personal style to project authenticity and connect with voters, turning clothing into a strategic visual message.
Dressing like their state
Democrat Marie Gluesenkamp Perez, seeking re-election in Washington's 3rd Congressional District, embraces a relaxed, outdoorsy look with work jackets, flannel shirts, jeans and practical footwear. The former car repair shop owner's wardrobe aligns with her platform supporting small businesses and working families, and resonates with the Pacific Northwest's outdoor culture, according to fashion stylist Joe Zee and policy adviser Robert Ordway.
In Alaska, Democratic lawmaker Mary Peltola, running for a Senate seat, wears rugged outdoor gear and traditional Yup'ik boots that reference her background working on a fishing boat and her "fish, family and freedom" slogan. The style reinforces her identity as a native Alaskan, says journalist Bonnie Kristian.
Patriotism on their sleeves
Republican Senate candidate Ashley Hinson of Iowa adopts a bold, patriotic aesthetic featuring denim, bandanas and American flag-emblazoned heels. The look signals a classic Americana appeal aimed at rural voters and creates a clear visual identity in the social media era, analysts note.
Tie off, cowboy boots on
In Texas, both Republican Attorney General Ken Paxton, 63, and Democratic state lawmaker James Talarico, 37, have swapped neckties for cowboy boots on the campaign trail. Ordway observes that younger candidates dress up to appear serious while older ones dress down to seem relatable. Talarico's handcrafted Lucchese boots carry deep Texas symbolism, linking him to figures like former President George W. Bush across party lines.
Paxton's attire has drawn criticism, including from Trump, who urged focus on his record rather than his suit. Opponents highlighted a luxury watch and Four Seasons polo shirt, raising questions about whether casual wear can still convey an ordinary lifestyle, Zee says.
Personal uniforms
Republican Senator Marsha Blackburn, running for Tennessee governor, maintains a consistent look of structured jackets, skirts and pearls cultivated over decades. The timeless style reinforces her veteran politician image. Meanwhile, Michigan Democratic Senate candidate Abdul El-Sayed wears a black V-neck T-shirt and blue jeans, calling it "minimal look, maximal politics" to appeal to urban, working-class voters and shift focus to his message.
Trump, master of the image
Former President Donald Trump's signature navy suit, red tie and white shirt have become a recognizable brand adopted by many in his circle, creating a visual shorthand for his political movement. Fashion critic Friedman predicts more politicians will deliberately brand themselves through clothing as visual messaging grows in importance for future elections.
