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Ron DeSantis’ bid for the Republican presidential nomination is faltering. He is currently trailing Trump by 30 points in some polls, and the gap doesn’t seem to be narrowing. Many attribute this to the lack of coherence in DeSantis’ strategy, which aims to be more Trump-like yet still be seen as competent and electable. However, in modern politics, coherence is not as important as emotional resonance. And that’s where DeSantis falls short – his appearance doesn’t resonate emotionally, and that’s largely due to his clothes.
It may seem strange to criticize a man who is often seen in a blue suit, which is a classic and attractive choice. However, these blue suits don’t fit him particularly well. Like many middle-aged men, DeSantis has a wider middle than chest, resulting in jackets that are too loose in the upper half and an overall boxy appearance. A better tailor could easily fix this issue. But dressing well is not just about aesthetics, especially for a politician. It’s about sending a clear message. And unfortunately, DeSantis’ clothes fail to do so.
Take, for example, his casual attire. DeSantis frequently trades his jacket for a fleece vest, a choice that screams “finance bro” rather than resonating with suburban moms or the party base. He also wears a short-sleeved work shirt with a button-down collar, an odd combination that doesn’t convey the working joe vibe he might be going for. These clothing choices undermine his potential as an anti-woke nationalist or a reliable and electable candidate.
One of DeSantis’ better attempts at a softer image was a photograph of him walking on the beach with his wife, wearing a casual shirt and loose shorts. It was an image meant to evoke the image of a Florida dad enjoying his time off. However, the photo was apparently Photoshopped, lacking even footprints in the sand. It’s important to be sincere when projecting sincerity.
A better approach for DeSantis would be to stick to a pair of jeans, a button-down shirt with rolled-up sleeves, and his beloved cowboy boots. Adding snap buttons for a more rural look when necessary could further enhance his image. While this may not make him as recognizable as Trump, it would be a step in the right direction.
Clothing is often seen as a superficial aspect of a candidate’s image, but it reflects deeper identity issues. DeSantis needs to become more comfortable with who he is and project that through his clothing choices. At 44, he still has plenty of time to do so. It will be interesting to see how he evolves in the years to come.
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