Politics Makes For Strange Bedfellows

       

Several months ago, I posted a comprehensive analytical article called “Primary Fashion”, on what the candidates, McCain, Obama, and Clinton were wearing, and what it might reveal about their personalities, and how their clothing communicates complex ideas, and sends a visual message to the masses. As the campaign draws to an end, I would like to revisit the subject matter, albeit from a retailer’s perspective.

First a brief digression, much has been in the press of late regarding Governor Pallin’s 150,000.00 wardrobe overhaul, (needed) and Cindy McCain has been picked about like a Sunday roast, (deserved) while Michele Obama appears to be relatively unscathed (warranted) by the fashion police. As previously stated, the fashion community is seldom generous to female politicians, or politician’s wives. My heart goes out to them, that being said…

On Union Square, in NY City sits the menswear anchor, Rothman’s, so venerable an institution; it was once spoofed on an episode of “Seinfeld”. This week’s windows pay homage to our Republican and Democratic candidates with over-sized cardboard cutouts of their heads glued onto tongue depressors. It is a scathingly simple idea, and executed brilliantly. The oversize head references the inflated egos so many politicos seem to have. The proportion creates a kind of character, without actually altering their image. The scale is almost balloon like, and coincidentally fits right into the Halloween season. The 2-dimensional cheap cardboard references the false face that politicians present with grimaces so cloyingly annoying that one wants to slap it right off. The associations connected to cardboard are “manufactured“, “mass-produced“, “indistinguishable” and readily “replaceable“. The trail of windows present Senator McCain, and Senator Obama in casual, day, and evening-wear, diverse looks, different messages, but the same smarmy be-dimpled expressions run throughout, and repeat. They seem unaware that their circumstances have changed. The clothes may change; the candidates do not. It is covertly clever.

Retailer, The Gap, which I usually find disappointing, came up with a fun “VOTE” window for their children’s wear. The store on 42^nd Street delivers the non-partisan message with simple graphic accuracy, but spoofs the seriousness of the campaigns offering up “Peanuts” ,“Batman”, and “Mr. Bubble” as potential running mates. While not quite charming, the windows are appealing, and make standard graphic tees, and product tie-ins their own counter-cultural political statements including “Vote for Junk Food”.