The political dynamics in the U.S. have often intersected with cultural and fashion trends, creating a fascinating interplay that reflects societal values. In the aftermath of Donald Trump’s recent electoral success, many have begun to scrutinize the fashion and beauty landscape to discern whether these trends hinted at the cultural shift toward conservatism that has taken root in America. Influencers and designers on platforms like TikTok suggest that what may have seemed like mere trends—such as “tradwives,” the “clean girl” aesthetic, and Western wear—might have actually been precursors to a broader political shift.
Lindsey Bales, a Minneapolis-based fashion creator on TikTok, pointedly remarked, “If anybody says ‘I didn’t know our country was going down a conservative path,’ I would ask you, have you been on the internet in the past four years?” This perspective underscores that underlying cultural signals may have foreshadowed the political landscape that unfolded.
While it is essential to recognize that not all who donned milkmaid dresses or sleek buns aligned with Trump’s political views, the pervasive nature of these styles suggests that conservatively-coded imagery is gaining traction. Many commentators propose that these styles represent a resurgence of traditional values, rural lifestyles, and a nostalgic return to “old money” aesthetics.
Brands now face the challenge of reconciling their marketing strategies with a younger demographic that displays increasingly conservative leanings. Notably, recent polls indicate a significant drop in the preference of Gen-Z voters for Democratic candidates—Kamal Harris’s advantage over Trump diminished from 24 points in 2020 to just 11 points in the latest election. This shift signals a seismic change in how young Americans engage with both politics and fashion.
As traditional ideals regain influence, fashion brands are re-evaluating their political engagement strategies. In contrast to prior elections where brands openly aligned themselves with progressive movements, the current political climate complicates these approaches. The art of inclusion and activism may not resonate as strongly with consumers who lean more conservatively. Elysia Berman, a TikTok content creator, noted that conservatism is as deeply held a value system as progressivism, suggesting that many are eager to reflect conservative ideals through their personal style choices.
Behind the Trends
The cyclical nature of fashion often reflects cultural currents rather than merely dictating them. Historical moments, such as women adopting pants during World War II or the preference for ultra-feminine dresses in the 1950s, have always mirrored broader societal changes. For instance, the rise of “quiet luxury” in recent years, associated with understated opulence, appears linked to conservative icons portrayed in popular culture. The aesthetic draws from “Succession,” a show revered for its critique of the ultra-wealthy but also serving as a style reference for those wanting to emulate conservative wealth.
Furthermore, Western wear has captured the imagination of contemporary audiences, with even pop culture figures like Beyoncé incorporating these elements into their wardrobes. While these fashion choices may appear apolitical, they often carry connotations that resonate with rural American identity, which can clash with urban sensibilities. The cultural television phenomenon “Yellowstone,” which glorifies Western ruggedness, has played a role in deepening these fashion ties to political identities, portraying coastal dwellers as caricatures in stark contrast to cowboy culture.
Americana has also experienced a revival, symbolized by brands like Ralph Lauren enjoying remarkable success amid the political climate that emphasizes patriotism. Although Ralph Lauren doesn’t explicitly affiliate with any political movements, the brand’s alignment with American symbols subtly resonates with those embracing traditional values, connecting to a broader patriotic sentiment that has emerged during election cycles.
The Role of Influencers
The rise of “tradwife” influencers encapsulates the societal twist concerning women’s roles and aesthetics. By adopting an image reminiscent of the 1950s housewife, these creators provoke discussions about domesticity, gender norms, and conservative values. Some influencers showcase everyday tasks accompanied by an aesthetic appeal, blurring the lines between domestic life and influencer culture without necessarily engaging in overt political debate.
Meanwhile, the “clean girl” trend, popularized by predominantly white influencers, encapsulates an idyllic yet simplified feminine image focusing on natural beauty and ease. Such trends highlight how personal style choices can be ambiguous, serving various interpretations across ideological lines. The adoption of certain styles might signify a complex relationship with political identity; for some, it reflects a personal affinity, while for others, it may be an ironic or aesthetic choice devoid of deep political attachments.
The prevalence of these trends in digital spaces reflects a culture of conformity and awareness that younger generations face. The omnipresence of trending aesthetics creates an environment where consumers may feel compelled to adopt styles that align with broader social movements, regardless of their personal beliefs.
Ultimately, the intersection of fashion and political identity is intricate. The widespread acceptance of previously niche trends raises questions about how effectively they represent ideological stances. While trends may provide a semblance of unity, they can simultaneously offer room for personal interpretation. As consumers navigate their political and aesthetic identities, brands must remain adaptable to cater to a diverse audience without alienating any particular demographic.
In conclusion, as fashion trends continue to evolve, understanding their influence on political landscapes will be crucial. These indicators serve as a reminder that fashion is not merely about style but also about the values and narratives they communicate within society.
