'The tie is dead': how US congressional candidates choose their clothes to win votes

The key facts

Congressional candidates in the 2026 midterms use personal style to convey a political message
Congressional candidates in the 2026 midterms are using personal style to convey a political message
Stylists and critics note that clothing has become a measure of a politician's 'authenticity' in the social media era
Stylists and critics note that clothing has become a measure of a politician's authenticity in the social media era
In Texas, rivals Paxton and Talarico, despite differences in age and views, dress almost identically

Clothing as an election strategy

As Americans prepare to vote in the midterm elections, congressional candidates are competing not only with their platforms but also with their appearance. As BBC News notes, in the age of social media, clothing has become a way for politicians to attract attention and a measure of their 'authenticity.' 'Politicians dress for two jobs at once: to look capable of holding office and, at the same time, to look connected to the people they want to represent', said celebrity stylist Joe Zee.

Flannel, boots and the 'working' look

Democrat Marie Gluesenkamp Perez, who represents Washington State's 3rd district and once owned an auto repair shop, relies on unpretentious workwear: jackets, flannel shirts, jeans. Conservative public policy adviser Robert Ordway called her probably the most 'accurate' in terms of authenticity, while expert Tashira Halyard noted that such a style conveys support for the working class. Democrat Mary Peltola, running for a Senate seat from Alaska, follows a similar line: her rugged gear harks back to her work on a fishing boat on the Kuskokwim River and the slogan 'fish, family, freedom,' and in 2022 she wore traditional Yup'ik boots when she was sworn in.

Hinson's patriotism and the 'death of the tie' in Texas

Republican Ashley Hinson, a Senate candidate from Iowa, has opted for a brighter patriotic look — from denim and bandanas to shoes decorated with the American flag. Journalist Bonnie Christian saw a 'strategic advantage' in this: the outfit clearly signals that she is a Republican appealing to rural voters. In Texas, where 63-year-old prosecutor Ken Paxton, backed by Trump against a longtime senator, is competing against 37-year-old Democrat James Talarico, the rivals dress almost identically — loose blazers and cowboy boots. 'The tie is dead on the campaign trail in both parties,' Ordway observes. Critic Vanessa Friedman notes that the handmade Lucchese boots, which George W. Bush also wore, allow Talarico to appeal to different groups of voters in the state at once. Paxton himself came under criticism: Trump urged voters to look at his track record, which 'speaks louder than a suit that doesn't look great,' while his opponent pointed to his expensive watches and a polo shirt from the luxury Four Seasons chain amid debates about the cost of living.

Personal 'uniforms' and the Trump standard

Some candidates have developed a constant 'personal brand': Senator Marsha Blackburn, running for governor of Tennessee, has stuck with structured jackets and pearls for decades, while Democrat Abdul El-Sayed, vying for a Senate seat from Michigan, wears a black V-neck T-shirt and blue jeans, calling it 'minimal look, maximum politics.' Zee emphasizes that even an 'unstylish' appearance remains a deliberate brand choice. The standard-setter, according to Friedman, is Donald Trump: his dark suit and red tie have become a 'Pavlovian signal' — his cabinet and half the Senate dress that way. Friedman expects the 'branding' of politicians through clothing to intensify ahead of the 2028 general elections, since politics is increasingly conducted on social media and TV, where the visual message is growing more valuable.