Republican Fashion Watch: The Hottest Trend for 2024 Candidates

Ron DeSantis wears a “Ron DeSantis” shirt. Tim Scott sports a “Tim Scott” hat. Self-branding is all the rage among presidential candidates. To find out why, we asked Vanessa Friedman.
Some politicians need no introduction. The others are running for the Republican nomination for president.
Ron DeSantis has the words "Ron DeSantis" plastered across the chest of his peach-style shirts. On sunny days, Tim Scott wears a white baseball cap with “Tim Scott” written on it. Vivek Ramaswamy's polo shirts say "Vivek," and Doug Burgum and Asa Hutchinson wear hatsand shirts with their names on them.
Even Donald J. Trump – so recognizable that he didn't need a photo after his first three indictments – wears the famous red hat adorned with his name, as well as its slogan Make America Great Again.
On the 2024 trail, almost all Republican presidential candidates have transformed themselves into human billboards for their campaigns. This is a fashion choice that would be more typical for a state legislator, and it has never been seen on this scale in a national campaign.
Why do the candidates do this? For relative unknowns, this may be a necessity. For others, it could be yet another reflection of the influence of Mr. Trump, the brand impresario leading in polls by a mile.
Of course, this group of presidential candidates is not the first to wear easily identifiable uniforms. Four years ago, Democratic primary candidates always wore the same clothes. You may vaguely remember Pete Buttigieg's white shirt and blue tie, Elizabeth Warren's black pants and cardigan or blazer, or Beto O'Rourke's jeans and sweat-stained button-down shirt .
To get an idea of what these Republican candidates are telling us with their speeches, I consulted Vanessa Friedman, New York's chief fashion critic Times. Our clothing discussion has been slightly edited.
Pete Buttigieg, Elizabeth Warren and Beto O'Rourke each developed a look signature during the 2020 Democratic primary race — but that didn't include clothing emblazoned with their names. Credit...New York Times Photographs by Tamir Kalifa, Ruth Fremson and Allison V. Smith
Reid Epstein: Hi, Vanessa. Why do you think these candidates feel it is necessary to wear shirts and hats with their names on them? If people come to you when you're running for president, shouldn't you expect them to know who you are?

Fashion Sep 25, 2023 0 37 Add to Reading List

Republican Fashion Watch: The Hottest Trend for 2024 Candidates

Ron DeSantis wears a “Ron DeSantis” shirt. Tim Scott sports a “Tim Scott” hat. Self-branding is all the rage among presidential candidates. To find out why, we asked Vanessa Friedman.

Some politicians need no introduction. The others are running for the Republican nomination for president.

Ron DeSantis has the words "Ron DeSantis" plastered across the chest of his peach-style shirts. On sunny days, Tim Scott wears a white baseball cap with “Tim Scott” written on it. Vivek Ramaswamy's polo shirts say "Vivek," and Doug Burgum and Asa Hutchinson wear hatsand shirts with their names on them.

Even Donald J. Trump – so recognizable that he didn't need a photo after his first three indictments – wears the famous red hat adorned with his name, as well as its slogan Make America Great Again.

On the 2024 trail, almost all Republican presidential candidates have transformed themselves into human billboards for their campaigns. This is a fashion choice that would be more typical for a state legislator, and it has never been seen on this scale in a national campaign.

Why do the candidates do this? For relative unknowns, this may be a necessity. For others, it could be yet another reflection of the influence of Mr. Trump, the brand impresario leading in polls by a mile.

Of course, this group of presidential candidates is not the first to wear easily identifiable uniforms. Four years ago, Democratic primary candidates always wore the same clothes. You may vaguely remember Pete Buttigieg's white shirt and blue tie, Elizabeth Warren's black pants and cardigan or blazer, or Beto O'Rourke's jeans and sweat-stained button-down shirt .

To get an idea of what these Republican candidates are telling us with their speeches, I consulted Vanessa Friedman, New York's chief fashion critic Times. Our clothing discussion has been slightly edited.

Pete Buttigieg, Elizabeth Warren and Beto O'Rourke each developed a look signature during the 2020 Democratic primary race — but that didn't include clothing emblazoned with their names. Credit...New York Times Photographs by Tamir Kalifa, Ruth Fremson and Allison V. Smith

Reid Epstein: Hi, Vanessa. Why do you think these candidates feel it is necessary to wear shirts and hats with their names on them? If people come to you when you're running for president, shouldn't you expect them to know who you are?