There was nothing subtle about Jill Biden’s fashion statement last Monday: the word “VOTE” was spelled out in silver capitals on her black, knee-high boots as she accompanied husband and Democratic presidential candidate Joe to the ballot box in a Delaware primary.
Biden’s boots were designed by Stuart Weitzman, with 100% of profits going to public awareness campaign I am Voter. In the run-up to a momentous presidential election in November, they are just the latest example of the word ‘Vote’ becoming the only slogan worth wearing in the US this autumn.
Last month, a gold “V-O-T-E” necklace, worn by Michelle Obama during her speech at the digital Democratic National Convention, went viral online.
Meanwhile, music phenom Lizzo has designed her own “VOTE” mask, in collaboration with sunglasses brand Quay, of which she said: “The power of voting in midterm and local elections wasn’t something I was taught in school. I want to be part of informing future generations of our power.”
Other political figures ranging from actor and activist Cynthia Nixon to Hillary Clinton have been photographed wearing “Vote” face masks.
And not to be outdone, Mariah Carey, Bella Hadid and Samuel L Jackson have posed in “Vote” and “Your Voice Matters” T-shirts of late.
A raft of designers and retailers are in on the action, from vote-branded earrings doing brisk business on Etsy to Levi’s “VOTE” hoodies and Michael Kors’ “Vote” T-shirts, which raise money for the National Association for the Advancement of Colored People (NAACP) Legal Defense Fund.
Patagonia joined in, stitching the words “Vote the assholes out” into the labels of its shorts.
This trend is no accident. Much of the merchandise has been prompted by campaigning organisations and seeks to attract and persuade younger people, who are traditionally under-represented in voter registration.
“We very intentionally work with retailers who reach young demographics,” said Andy Bernstein, executive director at HeadCount, a voting advocacy group that works with brands such as American Eagle Outfitters.
The organisation has also distributed “Vote” masks to musicians and social media influencers, including singer Kesha, who was later spotted wearing it in public.
“Fashion drives culture and cultural shifts drive voter turnout,” Bernstein added.
Source: Elections - theguardian.com
