Biden’s inauguration and dedication to various American brands

Biden's inauguration and dedication to various American brands

Joe Biden’s inauguration as the 46th President of the United States was a symbolic event. The clothing choices of President Biden, first lady Dr. Jill Biden, Vice President Kamala Harris and second gentleman Douglas Emhoff were seen by experts as a commitment to the apparel brands that are purposeful, diverse and quintessentially American. Ralph Lauren was the choice of President Biden as well as former Democrat nominee, Secretary of State and First Lady Hillary Clinton.

Fashion industry hopes for a new ‘Michelle Obama effect’

In 2010, David Yermack, a professor of finance at NYU Stern School of Business, wrote a study on how former first lady Michelle Obama has added unprecedented value to the brands that made and sold the clothes she wore during her stay at the White House. “The price increases of the brands she wore during public appearances – 29 brands in all – are experiencing tremendous growth,” Yermack emphasized in an interview with the Harvard Business Review at the time. “She stepped in at a time when the economy was particularly tough and really shone a light on fashion in its broadest sense,” said Narciso Rodriguez, whose dress she wore to Obama’s 2008 party.

Commenting on the underlying significance of the clothing choices of those attending Biden’s inauguration, Steven Kolb, CEO of the Council of Fashion Designers of America, points out in the Wall Street Journal, “These moments are really important to an industry so badly affected. are through the pandemic. “By wearing these American designers, they not only drive the business of those individuals, but they also boost the $ 373 billion industry (…) We have a new board that clearly wants to support our industry,” concluded Kolb.

Harris and Biden were praised for their support of emerging American designers

Both Vice President Kamala Harris and First Lady Dr. Jill Biden were praised for their support of American designers. Kamala Harris wore a purple coat and dress by Christopher John Rogers, a New York designer named American Emerging Designer of the Year at last year’s CFDA fashion awards. Rogers stated that his team was “honored and humbled to have played a small part in this historic moment.” Jill Biden wore a custom blue wool dress, jacket and matching face mask from another New York brand, Markarian, the brainchild of designer Alexandra O’Neill. Founded in 2017, the brand creates clothing to minimize waste, with production taking place entirely in New York City.

Former first lady Michelle Obama chose black American designer Sergio Hudson

Also conscious and meaningful were the outfits worn by the vice president and first lady for the coronavirus commemoration held on the eve of the inauguration. Harris wore a camel coat from Pyer Moss, a label founded by Kerby Jean-Raymond, an activist black designer of Haitian descent. Biden wore a purple dress, jacket, and face mask by an up-and-coming New York designer, Jonathan Cohen, whose parents are Mexican. Cohen is a pioneer in upcycling. Even Senator Bernie Sanders made a statement with his choice of mitts. These were donated to him two years ago by a Vermont teacher, ‘Vox’ reports. The mittens are made from recycled wool sweaters and lined with fleece made from recycled plastic bottles. All of this symbolizes how a politician can bring his precious causes and intentions to life through his fashion choices.

This article was previously published on FashionUnited.UK, then translated and edited into Dutch by Georgia Oost


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