Image courtesy of subvrtmag.com
The 2024 presidential election is scheduled for November 5. Vice President Kamala Harris and former President Donald Trump are due to duke it out at the ballot box in a potential history-making election. If Harris wins, she will break the glass ceiling as not only the first woman president but the first woman of Black and South Asian descent to hold the office.
Organizations, from unions to nonprofits, have begun endorsing political candidates. The business sector, including finance and tech companies, has made their flood of donations to their preferred presidential candidates. By now, newspapers nationwide, who endorse politicians, have all announced which presidential candidate they are endorsing.
On the heels of the election, the fashion industry is also helping people fashion their vote. Members of the fashion and beauty industry have become much more involved in elections over the past few years, as crucial issues involving women and LGBT people, two key demographics among those employed in the fashion industry, have been at the forefront of political discourse. Reproductive justice has been a hot topic since the Supreme Court overturned Roe v. Wade, and numerous bills trying to restrict the rights of transgender people have been introduced in state legislatures over the last two years.
Voter Registration Windows at the Saks Fifth Avenue New York flagship (Courtesy of Luis Guillén for Saks)
The presidential election is one of the most discussed topics in America, which means it is also ripe for fashion brands to capitalize on. In September, luxury retailer Saks Fifth Avenue displayed window designs saying, “VOTE,” encouraging shoppers to check their voter registration status, learn about candidates, and request an absentee ballot.
Image courtesy of marcjacobs.com
Marc Jacobs released a voting version of his best-selling “The Tote Bag” that says, “The Vote Tote Bag,” with “vote” in italics. Unfortunately, for those hoping to get their hands on it ahead of election day, it has already sold out. All proceeds from the bag were donated to Rock the Vote, a nonprofit organization dedicated to promoting voter education and registration.
Women’s tailoring brand Argent partnered with Michelle Obama’s organization When We All Vote for a collection of bright pink suiting essentials like blazers, trousers, and blouses to encourage voting to stand united for women at the polls. The looks would also be great for a Barbiecore-themed party.
Image courtesy of oldnavy.com
On the more affordable end of fashion, Old Navy released a Rock the Vote tee shirt. Although many of these brands have stopped shy of making their political leanings clear or endorsing any candidates, it’s clear they are stressing the importance of voting. With sold-out merchandise, it’s also clear it’s paying off, too.
Image courtesy of socialgoods.com
Out of fear of alienating customers, many brands and retailers tend to hold off on indicating support for specific candidates, but in comparison, others have made their political leanings clear. Social Goods released a tote bag in honor of mega pop star Taylor Swift’s endorsement of Vice President Harris called the “Swifties for Kamala Tote Bag.” The bag says “In My Voting Era” in relation to Swift’s top-selling Eras Tour, which kicked off in 2023.
Beyond just the brands, New York Fashion Week (NYFW) also kicked off with a push to encourage people to vote. The Council of Fashion Designers of America (CFDA) and Vogue held a Fashion Our Future March through New York City on September 6, marking the first day of New York Fashion Week.
The historic event brought together models, designers, retailers, factory workers, editors, influencers, and fashion students, encouraging them to use their voices to champion democracy, register to vote, and vote in this year’s election cycle. Marchers were outfitted in exclusive Fashion For Our Future tee shirts and dresses designed by American fashion brand Old Navy’s design team and CFDA member Zac Posen. A limited run of the tee shirts and dresses were available on sale on oldnavy.com and at the retailer’s three New York City flagship stores following the march. Old Navy is one retailer wasting no time or dime capitalizing on the 2024 election.
Images courtesy of cfda.org
What was once a simple act of democracy is turning into a money machine for the fashion industry. Voting merchandise looks like a quick cash cow and a quick way for brands to grab dollars as well. Simple products, like tee shirts and canvas totes, are affordable to make and easy to make a profit on with a simple markup from cost.
Although most brands are cautious not to alienate certain customers by making their political positions clear, it does seem more brands are tilting left. Lingua Franca released a sweatshirt that says “I’m Speaking” in reference to Kamala Harris’ line when being interrupted during debates, and jewelry designer Simone I. Smith released Harris Hoop earrings.
After this year’s election cycle of voter-inspired merchandise, consumers can expect to see “vote”-related products every four years from now on. Brands have realized there is market share for end-of-year gains, which are also pivotal leading up to the holiday season. It’s a win-win situation: Fashion encourages voters to engage in their civic duty, and they see revenue and profits.
—Kristopher Fraser
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