How ‘VOTE’ merchandise became the true winner of the US 2020 election

It is not uncommon for presidential candidates to claim that an upcoming election is the most important in our lifetime but, this time it might be true.

This year, Americans are voting in one of the most divisive elections in decades, pitting sitting president Republican Donald Trump against Democrat Joe Biden amid a global pandemic, which has seen more than 200,000 people in the USA dead.

Ahead of election day on 3 November, a record-breaking 98m people had already cast their votes, making the 2020 presidential election the first in history in which more people voted in advance of election day than on it.

There has been a palpable sense of urgency to vote, and to encourage others to do the same, with the message led, in part at least, by a surge of “vote” merchandise. That’s right, this might just be the most fashionable election yet.

While some may mock the fashion world for getting involved with politics, the truth of the matter is that fashion is, and always has been, political.

Historically, fashion has played a role in almost every civil rights movement, including Women’s suffrage. In 1908, Votes for Women editor Emmeline Pethick-Lawrence introduced an official colour scheme for supporters to proudly wear, which included white to represent purity, green for hope and purple for loyalty and dignity.

Wearing white has become a political symbol in recent years among female politicians, including Shirley Chisholm, Hillary Clinton and Alexandria Ocasio-Cortez who has worn the shade on numerous occasions, from her latest Vanity Fair cover to her swearing in ceremony and the 2019 State of the Union address.

Elsewhere, MAGA (an acronym for “Make America Great Again”) hats became popular during Donald Trump’s 2016 campaign, swiftly followed by the launch of the Pussyhat Project, which saw pink hats become a feminist symbol and a way of reclaiming the word “pussy” – often used as a derogatory term for female genitalia, not least by Trump himself.

And, after Barack Obama’s first term, a number of celebrities showed support for him using fashion items, including Beyonce, Madonna and Katy Perry who, during a rally for Obama Milwaukee in 2012, wore a latex blue dress with the word “Forward” emblazoned in white letters on the front, echoing Obama’s campaign theme.

While the concept of politicised fashion is not new, the advent of social media, particularly Instagram and TikTok has seen political activism need to play to the strengths of a visual medium.

Gigi Hadid recently wore a T-shirt that read “When We All Vote” designed by Prabal Gurung's for her first post-baby selfie, while Lizzo donned a custom Christian Siriano emblazoned with the word “Vote” to the Billboard Music Awards in October – a look also adopted by Julianne Moore, who shared a photo on Instagram of herself wearing a long-sleeved version of the same gown, and Julia Roberts who wore the spring/summer 2021 print on a black trouser suit.

This is just the tip of the celebrity endorsement iceberg though. The word “vote” has also been spotted on a Coach tote bag being carried by Jennifer Lopez; a pair of earrings worn by Gwyneth Paltrow; a sweatshirt worn by Hailey Bieber; a bracelet worn by Busy Philipps and Kerry Washington has even worn a “vote” face mask.

But, perhaps the winner of the political-centric fashion race has been Michelle Obama who has famously worn both a necklace and a pair of earrings featuring the call to action. The necklace, which was worn by the former first lady at the Democratic National Convention, was a custom piece made by black-owned, Los Angeles-based jewellery brand ByChari, while the hoop earrings were designed as part of a collaboration with Obama’s non-profit organisation When We All Vote (WWAV), and jewellery brand Shiffon, whose profits go towards funding female-run companies.

So, why exactly are fashion brands pushing the message to vote? Is it to raise awareness or simply a way to make more money?

Speaking to WWD, Jonah Berger, professor of marketing at the Wharton School at the University of Pennsylvania, said that brands are sensing increasing pressure to weigh in on political issues.

“I think brands have realised, particularly smart brands have realised, that taking perspectives on issues is both a way to get attention and also a way to connect with customers,” said Berger.

“It’s not just about what you’re selling — it’s about what the meaning is in what you’re selling. So brands are interested in not only selling clothing and fashion items, but also in selling an ethos, a way of being, an identity, a set of values. And encouraging people to vote is one way to dip your toe in broader social issues.”

However, Berger added that companies run the risk of alienating part of their customer base if they are shown to endorse one candidate over another, which is why most are remaining neutral and encouraging people to simply vote.

“Vote” merchandise is also a great tool for sharing information with potential voters at a time when in-person events are simply not viable. During the coronavirus crisis, T-shirts, hoodies and handbags can be adopted by the masses to raise awareness and encourage civic engagement at a safe distance.

“We can’t knock on doors, which I’ve done every election cycle,” one campaigner, who has been wearing a “vote” face covering, recently told Vox. “It is a reminder that there’s an election coming up. It’s the yard sign on our faces, encouraging people to participate.”

The question of whether “vote” merchandise is really neutral of course depends on who is making or wearing it. When Busy Philipps, an outspoken critic of the current president, wore her “vote” bracelet designed by Dannijo, her political views were clearly embedded in that piece of jewellery. 

But which ever box a voter ticks, the increasing visibility of "vote" merchandise online and on our streets - reminding other citizens of their civic duty, even if it is monetised - will have played a part in what are predicted to be record-breaking numbers at the polls.