Inauguration Style, Branding + Aesthetics
No. 91 - A masterclass in the business of image-making
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The 60th presidential inauguration style is a noteworthy exercise in the art of branding. Aesthetics are a powerful form of communication, visually, symbolically, and subconsciously. And while branding in politics isn’t new, the Trump team—with its notable marketing prowess (whether you like it or not)—showcases just how powerful this kind of storytelling can be in an increasingly visual world.
Ceremonies like this aren't solely about pomp and circumstance—they're carefully orchestrated mechanisms, and they’re bipartisan regalia. These events are steeped in tradition and serve as key cultural signals to the nation and the global community. The Trump administration and family have long leveraged this kind of public display to align with ideology, reinforcing the brand identity and influence in every detail, including style, which is front and center.
Here’s a deeper dive into the fashion and branding elements that stood out…
First, The Style Highlights:
First Lady Melania Trump’s navy boater-style wide-brimmed hat that covered her eyes. Intentional or not? Likely, it was. Extended thoughts below. And a chance for you to share yours!
More on millinery… are Melania and Ivanka’s toppers a nod to European royalty or a resuscitation of vintage (trending), historical dress codes? I can see it being both, and I wouldn’t put it past them. Feels like an injection of traditionalism to me (that’s not always a bad thing).
Justice Ketanji Brown Jackson’s dissenting cowrie shell collar (and matching earrings), a nod to RBG, and possibly much more due to the steeped symbolism. Dissent with style is just as powerful as words.
Monochromatic modern looks continue to reign in womenswear, from Dr. Jill Biden (bipartisan purple by Ralph Lauren) to Usha Vance (peony pink by Oscar de la Renta), Ivanka Trump (hunter green by Christian Dior), and even her daughter Arabella Kushner (in a camel caped coat + matching pants).
Kamala Harris in mourning? Maybe I’m overthinking her choice of wearing black. She does wear a lot of it, so it’s not out of character. It’s just the first thought that crossed my mind as I saw her. See, the power of style. Or, more so, the perception of style. If that’s why, I don’t blame her.
Tech and fashion converge front and center with Elon Musk, Jeff Bezos, and his fiancé, Lauren Sánchez (an unfortunate expression of not reading the room), and Mark Zuckerberg (thankfully, he opted for a tie over his gold chain; an example of correctly reading the room). Let’s not forget about France’s Arnault clan (LVMH scions who own Louis Vuitton, Dior, Celine, Tiffany & Co…. the list goes on, and that’s just their fashion portfolio) seated immediately behind former presidents (more on this below, too). Nothing new here, and yet, it’s just the beginning of this era of political vertical integration.
Brand + Aesthetics
It’s no secret that President Trump understands the power of marketing and branding. He is a reality TV star, after all. The Trump family has always been surrounded by a carefully curated image to their liking, with fashion playing a crucial role in that narrative—a key element to branding. I’m not saying Trump himself is stylish, but he has a certain kind of aesthetic that he likes to surround himself with. And it’s all for the sake of serotonin and business.
Like many women in the Trump-verse, they have a glam vibe to their image. This is not a criticism of the look; it’s just clear to anyone who can see that it’s a look. The WSJ event wrote a piece about it titled “The Trumpification of Kristi Noem.” Calling out dental work, newly styled wavey long hair, glammed-up makeup, fitted blazers and sheath dresses in jewel tones, and leather pumps. To be fair, I enjoy these aesthetic elements in my own way. It’s just gotten to a point where it’s a known visual marker of the Trump brand.
Brands play a significant role in shaping culture by influencing public perception, identity, and values. Today, brands are more than just what they sell; they represent a mindset, a way of thinking that people aspire to embody. The Trump family’s political brand, for example, isn’t just about policies or products—it’s about cultivating a narrative of wealth, power, and defiance that resonates with those who identify with that worldview. It’s all intentional.
The Brain on Beauty
President Trump knows that beauty sells. He’s been in that business for decades. No surprise there. Beauty is also a mask for what’s underneath at times. On that point, my comment above about serotonin and beauty… Trump is surrounded by stylish, beautiful women who meet specific American/European “ideal” beauty standards. While I believe that is an outdated concept and rooted in deep complications (meant for another newsletter), I don’t shame anyone for being pretty or for being drawn to a certain aspect of an archetype (partly, if not all, a product of in-group mindset). I also know that it can work in his favor. The Trump family as a whole is sizeable and mostly pleasant to look at. That can be subliminally influential.
The brain’s response to beauty is deeply rooted in our neurochemistry, with exposure to aesthetically pleasing stimuli triggering the release of serotonin, the "feel-good" neurotransmitter. This surge of serotonin elevates mood and reinforces our connection to beauty as something that feels rewarding and emotionally satisfying, creating a positive feedback loop that makes us seek out beauty more often. In other words, we want to keep looking. He understands this science.
I also admire Ivanka Trump’s style as a whole; she manages to hit the mark of being polished, modern, and poised (maybe too much sometimes).
On Lauren Sánchez… she generally looks great. She’s clearly fit and does a lot to take care of herself. I won’t ever fault a woman for doing that. And whether you like it or not, she has a definitive aesthetic. But this isn’t about that. It’s about a concept I talk about regularly: knowing how to read the room. Your style should be an articulation of your original self. Simultaneously, it needs to meet the moment.
While Lauren’s white McQueen suit with the plunging lace bustier is a sexy look, perhaps keep that in the “date night” or party category, not an official, daytime, state event. She missed the mark on this one. I’d have suggested wearing a tasteful mid-neck tonal silk blouse with a diamond necklace if I were advising her. I don’t agree with the internet tearing her down. I do hope this is a learning moment for all of us: you can be authentic and beautiful and still appropriately dress for the occasion.
Adjacency Matrix
The intersection of tech, fashion, politics, and just general wealth and power is at play. Front and center. Looking back at history, though, we know that the relevant versions of these industries and dynamics have always existed. From a branding perspective, adjacency is one of the oldest forms of marketing, and it influences business and decision-making. Who are you, and in the vicinity to whom? This only has a lasting impact when it’s genuine. Fleeting adjacency can still stick just enough.
When I asked AI to summarize adjacency in marketing, this is what it pulled: it refers to leveraging existing networks, industries, or products to expand influence or reach. Another way to put it — it’s social proof by placement.
That is exactly what we saw on full display today. Former presidents were seated in front of French fashion tycoon Bernard Arnault and part of his family, with tech billionaires purposefully placed immediately behind the president's children and in front of his cabinet. This is Trump by design—I’m not surprised. Are you? The physical placement of these people in proximity around him, in addition to the ceremonious guests (US Supreme Court members, past presidents/VPs and spouses, and the outgoing administration, among congressional inaugural leaders), signal to all of us that he is associated with them. One of them.
They are collectively elevating themselves by appearing quite literally near each other. There will be countless images spread of this cross-sectional group together. These worlds of fashion, politics, and tech are only colliding even more. Are we excusing anyone of their actions because people played nice at the table today? I’m interested to see how this unfolds, particularly as it relates to the business of fashion.
Fashion Plays Ball
Will this be the year that fashion officially co-mingles more with the Trump administration? Notably, over the weekend, my Instagram feed was blanketed in posts from Oscar de la Renta showcasing Ivanka Trump’s camel coat look, followed by her pearl-crystal encrusted gown later in the evening (including its own dedicated video on the work that went into constructing it, which is always a pleasure to see), to Usha Vance’s Singer Sargent Madame X inspired strapless gown, followed by her peony pink set at the inauguration. Worth noting, Lauren Sánchez wore ODLR to the Met Gala earlier this year, which was sponsored by Amazon (her fiancé’s company), which also sells ODLR in their luxury category (proof here).
Also worth mentioning, ODLR has dressed many, I mean many, First Ladies in our modern history, across party lines.
There is backlash through comments on ODLR right now, which I am not surprised by. It’s reminiscent of when Apple’s The New Look came out, and people were up in arms about Coco Chanel being a Nazi operative, therefore causing many people I know to “put their Chanel pieces away for now.” Fair. I get it. We live in a free country; we can pick and choose who we want to buy from and what brand we want to wear. That’s capitalism for you. Fashion is also one of the biggest political statements (ahem, see entire post), so I am fine if someone tells me they don’t want to buy from somewhere or they choose to buy from another place for other reasons.
I don’t have an answer for this other than I am supportive of how you shop responsibly, and my hope is that we can support American designers in this industry from the bottom up as it suits your needs/wants. Time will tell who will dress the First Family. You can decide what to do next.
The Now Famous Hat
First Lady Melania Trump’s look was generally chic and very much aligned with how she dresses in the more recent years. So I wasn’t surprised. Like so many of you, what initially caught my eye was that I could barely see her eyes in that wide-brimmed matching navy hat by Eric Javits. I do think that was a strategic power move on her part.
The hat did a few things: it prevented anyone from getting closer to her, including her husband, and that now meme’d moment he went to kiss her. Given that it obscured her eyes (the part of the body we most engage with in connecting with others), she was signaling a stoic, standoff-ish vibe. Not ideal for a First Lady, especially on this historic day.
As I said, the navy tonal look as a whole is striking (see above on monochromatic), no doubt about it. It’s designed by Adam Lippes, who, like Javits, is an American designer. The overall aesthetic is in true Melania fashion: structured, militaristic, tailored, and bold. She’s not afraid to talk with her clothes, and we heard her loud and clear today. And much of what we’ve seen of her in the recent years, is an increasingly guarded aesthetic.
The look is off for this occasion. A lot of people are reading into this moment, and she feels simultaneously distant and somehow as though she’s not messing around for her second coming as First Lady. We shall see.
I’ll add, she looked like a mannequin. Past images of her, including her Jackie Kennedy-inspired look in 2017, show a woman with warmth and openness. This time, there’s an edge to her that feels cold and perfect. It’s oddly solemnly beautiful. Can I blame her, all things considered? IDK. Maybe this is her armor era.
PS… If you’re interested in the construction of the hat, Javits just posted a video on the making of this forever-famous topper.
Future Considerations
Style won’t stop talking — There will continue to be discourse regarding whether fashion is frivolous or the critique is callous in the political narrative. My take, it won’t stop. Nor should it. Visual storytelling is how we’ve communicated for centuries, and it’s only amplified with technology and increasing exposure. Plus, and most importantly IMO, the psychological implications of dress are the base layer of that articulation.
More American designers in the White House — Will today’s and this past weekend’s designer mix come back into play in this administration? I think (hope) we will see more styling incorporating US-based brands and designers at state dinners and critical moments ahead. What will then be seen to be navigated is how consumers play ball with those brands? And more broadly, how will this play into the business of fashion?
Shorter heels — Please. Let’s continue to celebrate wearing slightly shorter high heels because being on your feet all day in +4” pumps (not to mention on the marble + concrete footpaths) isn’t ideal and can’t be good for the feet. I don’t blame Melania, Ivanka, Tiffany, and Lara Trump for intermittently sitting down at the indoor parade. It’s a long day.
By blending style with substance, these moments remind us that fashion in the public sphere isn’t just about what we wear—it’s about what we say with what we wear. The 60th presidential inauguration demonstrated that aesthetics, branding, and politics are more intertwined than ever before.
Would love your take on all of this — feel free to comment on this Substack post or send me your thoughts by replying to this email. Let’s be sure to keep them constructive, please :)
Fabulous take, Laura. Thanks so much for sharing your insights.