Politics and fashion

Fashion is an element of political communication.Today there are not many differences between how right -wing or left -wing politicians wear.It is almost easier to associate an ideology to voters according to what they are wearing.In a politician, clothing is, above all, a matter of coherence with the environment and with the personality of who wears clothes.

Throughout history, fashion has communicated ideologies, values and power positions.Has also started revolutions.The left adapted during the French Revolution an aesthetic of its own to differentiate itself from the aristocracy, lengthening the pants, hence the name of Sans Culottes were assumed (the culotte or panties was the garment that at the end of the 18th century dressed the wealthy classes).Paradoxically, after the revolution the right made its shirt and tie suit as we know it today, with hardly any variations since its use was generalized at the end of the nineteenth century.The free reproduction of women and the use of the contraceptive pill was also expressed at the time through the miniskirt.

The clothing and image are framed in the politician's nonverbal language, and like their message, they also have the ability to generate acceptance or rejection by the public, unconsciously influencing the decisions of the voters.

In that sense, the aesthetics of the leader must be consistent with his personality, but also with the circumstances and the moment.If this rule is broken, controversies are produced such as that starring Melania Trump when heels were put to visit the victims of Hurricane Harvey in Texas or when the Colombian Gustavo Petro went to an act to talk about equality by wearing some luxurious ferragamo shoes valued in some 500 euros.

Ideologies do not currently have so much weight in the vote decision and trust.Today people vote for those who give them more security, and in addition to the message, they are influenced by their image and what their appearance transmits.The image that the leader projects provides a negative or positive impression on its management, and the clothing provides interesting clues about these aspects.

Thus, fashion transmits messages and politics uses it to reinforce certain values.Michelle Obama is an example.He broke with the rigor of the first ladies who preceded her by wearing a skirt and light dresses, and decided to wear clothes designed by someone from the place she visited.Congresswoman Alexandria Sunco-Cortez has dyed politics the last edition of the Glamorous Gala of the Met of New York, wearing a white dress in which Tax the Rich could be read (taxes for the rich).

The inauguration ceremony of the presidency of Joe Biden in early 2021 was a meeting place for politics and fashion.Kamala Harris and Jill Biden used small businesses, unchecking the first previous lady, Melania Trump, who was rejected by American designers for her exclusive and racist vision.The viral image of Bernie Sanders also went around the world during the ceremony with a pair of fabric gloves with sustainable materials by Vermont Jen Ellis teacher, who raises money for young LGBTQ+.Undoubted.

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Seduction weapon

The interaction between fashion and politics I have evolved in recent years, although in the last century figures such as Margaret Thatcher and Jackie Kennedy provided their own seal.The media, but above all the permanent scrutiny of social networks, raise wishes to dress better among the political class.

When we analyze a politician, we must take into account three aspects, according to political scientist Yuri Morejón: what he says, that is, the message;How says it, body language and, thirdly, aesthetics, image."All this added forms a perception, and in politics perception is reality".

In that sense, Morejón says that the politic.Makeup, garments color, haircut, accessories, scenery..., everything has to be investigated because “more and more elections are decided by the image of the candidate;People no longer vote only and exclusively for ideology ".

Traditionally, the left has introduced a more informal and similar aesthetic to the street, while the right is usually more classic, with some touches of modernity.However, like the ideologies of the majority parties they have evolved in recent years towards the center, political aesthetics also.Now there are no great differences in the way they wear each other.

The research dress the policy: the clothing as a strategy in electoral communication conducted by two professors from the University of Malaga analyzes the 59 styles used during the election campaign for the four candidates to preside over the Junta de Andalucía in the elections of December 2, 2018.

The object of the investigation was to check if there is a trend that links the clothes of a public representative with the ideology of the party to which it belongs, whether from the right or left.After analyzing the candidates' costume in the Andalusian campaign, the researchers have determined that “the traditional chromatic association and the way of dressing with the ideology of political parties remains, in the Andalusian electoral campaign, diffuse”, masked on an accentAndalusian and in an attempt to approach Earth with colors that evoke characteristic elements of Andalusia such as its flag, light, earth or sea.In that sense, they conclude, "fashion has stopped being configured as a tool that allows ideological identification".

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