US midterm candidates use clothing to signal authenticity: the necktie is out

Ahead of the US midterm elections, in which Americans choose part of Congress, candidates are competing for attention not only with policy but also with what they wear. In the social media age, clothing has become a gauge of authenticity and appeal, BBC reports.

Celebrity stylist Joe Zee says politicians dress for two jobs at once: to look capable of holding office and to look connected to the people they want to represent.

Dressing like their state

Democrat Marie Gluesenkamp Perez, who represents Washington's 3rd Congressional District, wears work jackets, flannel shirts, jeans and practical footwear. A former car repair shop owner, she won a Republican-held seat in 2022. Democrat Mary Peltola, running for a Senate seat in Alaska, favours flannels, puffer jackets and indigenous-inspired details, nodding to her past working on a fishing boat.

Patriotism and tradition

Republican Senate candidate Ashley Hinson of Iowa has worn American flag-decorated pumps, a denim dress and a red bandana. Journalist Bonnie Kristian sees this as a deliberate visual identity aimed at rural voters.

Texas: no tie, cowboy boots

In Texas, the state's top prosecutor Ken Paxton, 63, who was endorsed by Trump, faces Democratic state lawmaker James Talarico, 37, in a Senate race. Both wear relaxed blazers and cowboy boots. Conservative adviser Robert Ordway says the necktie is dead on the campaign trail in both parties. Trump has criticised Paxton's suit, while his opponent has criticised a pricey watch and a Four Seasons hotel-branded polo shirt; the watch's identity and value were unconfirmed.

Consistent looks

Senator Marsha Blackburn, running for governor of Tennessee, has long favoured structured jackets and skirts. Michigan Democrat Abdul El-Sayed, in a tight Senate race against a Trump-backed former congressman, wears a black T-shirt and jeans.

Fashion critic Friedman expects visual branding to matter even more in the 2028 general election.