Activism or Optics? Fashion’s Vote for Change

Fashion has long been a vehicle for expression. Historically, the rag trade has always been a way for both brands and consumers to make a statement—whether it be politically or aesthetically motivated.

As National Voter Registration Day begins, it’s a bit more obvious which intention is being executed at this moment.

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“This becomes especially noticeable during election years, as brands use fashion to make statements on societal issues through slogans and colors,” Justin Goldsberry, a political consultant focused on nonpartisan efforts, told Sourcing Journal. “Some focus on voter registration drives—promoting key voting dates or encouraging voter participation—while others use fashion to take a stand on broader social movements.”

With that in mind, Aéropostale and Global Citizen entered the next phase of their four-year “Take Action” partnership in anticipation of the election. This iteration saw the retailer and advocacy organization drop a capsule in March that centered around youth empowerment.

“At Aéropostale, we believe in the power of the younger generation to drive change,” Michael DeLellis, executive vice president of marketing for Aéropostale, Lucky Brand and Nautica at Sparc Group, said at the time. “This collection further represents fashion’s ability to mobilize movements; it’s a call to action for young individuals to stand up, speak out and make a difference in the world.”

Now, the duo is taking that idea to the next level, joining forces to encourage everyone to “activate their voting power” this fall. Bold graphics with catchy taglines intend to inspire the next generation of voters to manifest their destiny when that day comes. The limited-edition “Vote Collection” features hoodies, sweatpants and T-shirts targeted toward the Authentic Brands Group retailer’s traditional demo: teens.

“Even if they aren’t of voting age, they have the ability to create change, engage in meaningful conversations and advocate for the future they want to see,” DeLellis said of Aéro’s target demographic. “This collaboration is about empowering young people to recognize their impact and encouraging them to stay informed, active and ready for when their moment comes.”

Elle Olivia is also encouraging nonpartisan voter participation through apparel.

The children’s apparel brand, dedicated to empowering young Black girls, teamed with Michelle Obama’s “When We All Vote” to bring the project to life.

Dubbed “HerFuture,” the collaboration aims to encourage voter participation to protect the next generation; as the name implies, her (the children’s) future matters. A quarter of proceeds from every purchase supports the former first lady’s nonpartisan initiative focused on boosting polling participation.

“At When We All Vote, we know our future is up to us, and we are proud to partner with Elle Olivia to support the next generation of leaders,” said Beth Lynk, executive director of When We All Vote. “Making our voices heard and participating in our democracy is about our daughters, our families, our schools and our communities. The HerFuture collection is a reminder to lead by example, make sure our communities are registered and ready to vote, and make a lasting impact.”

HerFuture is also a campaign calling on parents to hit the polls and protect young girls to ensure a more inclusive future. The Elle Olivia x When We All Vote capsule features two girls’ HerFuture crewneck sweatshirts and a matching mommy-and-me crewneck, available until Sept. 27.

Founder and CEO of the brand, Marty McDonald, was inspired to act when she experienced firsthand the disparities Black women face in the healthcare system when she had her daughter. The Dallas-based entrepreneur’s label—focused on Black girls up to five years of age—will hit over 400 Target stores nationwide in October.

“Our brand is rooted in more than just fashion; it’s about fostering inclusivity and empowering our daughters,” McDonald said. “Together, alongside When We All Vote, we hope to inspire parents and families to use their voices and their votes to pave the way for a brighter future.”

While these endeavors are noble, some worry that the line between activism and opportunism is getting increasingly thinner.

“There’s definitely a risk that political fashion can dilute the original message, especially when it’s commodified by fast fashion,” said Ryan Waite, vice president of public affairs at integrated marketing firm Think Big and adjunct instructor at Brigham Young University—Hawaii. “When activism becomes a trend, there’s a danger it loses its depth and becomes just another slogan on a T-shirt.”

The real challenge brands face, he continued, is putting their money where their mouth is. Thus, perhaps the safest way to avoid being accused of “woke-washing” is through these historically well-received nonpartisan promotions.

“Fashion can make a powerful statement for genuine change,” Goldsberry said. [But] it sometimes risks being more about optics than substance, leaving consumers questioning whether brands genuinely care about the political fashion statements they make, or if it’s just part of their marketing strategy.”

Einav Rabinovitch-Fox, the historian and author of “Dressed for Freedom: The Fashionable Politics of American Feminism,” noted that political fashion wasn’t always so, well, political. There was a point in history where consumers had a voice—what she called the era of citizen consumers—it was a relatively banal expectation that one votes with their wallet.

“Fashion is political; it’s a form of communication,” she said. “We say things through our clothes, so of course we’re also going to say political things with our clothes.”

In the past, wearing certain clothing—a beret or white pantsuit, for example—not only symbolized certain ideals but fostered a sense of belonging and solidarity. What’s changed, Rabinovitch-Fox proposed, is the idea of how garments should function in a political context.

“We’re living in late-stage capitalism, we’re living in a place where our sense of community is not as strong as it used to be; when a bunch of women wore white to Congress, it created a group identity and unity, right,” she said. “But today, everybody’s an individual.”