In a New York Times column, fashion critic Vanessa Friedman outlined why we pay attention to politician’s clothes. “There’s a reason we refer to ‘the national stage’ and the ‘theater of politics,’” she writes. “Pomp and circumstance has always been part of the pageantry of rule, no matter what the system. And costume is an intrinsic part of any pageant; it is woven into the creation and communication of character.” Through their clothes, politicians send a message about who they are and what they do — or don’t — stand for. If we garner information through what politicians wear, paying attention to the people who make, sell, buy, and travel for campaign merchandise also lends a unique glimpse into the campaign’s grassroots supporters. In this case, it also offers insight into the varied motivations driving Trump’s most steadfast followers.
At one stand, a woman decides between two $350 handmade bedazzled jackets, one spelling out “Make America Great Again,” and the other reading “Faith over Fear.” The vendor, Deborah Yanna, a former delegate from Iowa, garnered surprise celebrity after Alina Habba, one of Trump’s attorneys, borrowed Yanna’s own DIY jacket to wear at the RNC. Yanna traveled to Long Island primarily for the America First Patriotic Designer Showcase, a MAGA-themed fashion show that is separate from the bazaar that took place on the coattails of New York Fashion week the night before the rally.
Another pair, Michael and Crystal, met as groupies for bands such as Dead & Company and Phish. Crystal has spent her career on the road selling tour merch, which progressed to following Trump’s campaign at her friend’s suggestion. A self-described hippie, Crystal will definitely be voting for Trump, she said. “I think everyone here is a Trump supporter. They (vendors) know they can make money here, but they also support Trump,” said Crystal.
In parts, the atmosphere at the pop-up marketplace was festive. Some characters paint a picture of fanfare and Instagrammable patriotic glam, such as Sarah Brady’s handmade ball gown that she wore to the MAGA fashion show. In an interview, Brady said she’s passionate about sustainability and is a self-proclaimed anti-fast fashion activist who uses her campaign outfits to upcycle.
Other corners of the merch carnival were more unsettling and representative of the political fringe, like the merch stand operated by Pastor Hyung Jin “Sean” Moon, the leader of a controversial religious sect that worships with AR-15s. Moon is the co-founder of the Pennsylvania-based Rod of Iron Ministries, a militant church that imagines the Biblical “rod of iron” as an AR-15, and has likened Jesus to an assault weapons manufacturer.
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