Will Zelensky Dominate September’s Fashion Weeks?
Fashionistas enamored of his sense of style want him to launch his own line of clothing
Will Volodymyr Zelensky be walking the runways in New York, London, Milan, and Paris in September? Fashionistas, enamored of the Ukrainian president’s sense of style, hope so. And they hope he’ll be wearing his own branded line of clothing.
Zelensky took office in 2019 and has drawn attention from around the world for leading the fight against the Russian invasion of Ukraine in February 2022. In his meetings with world leaders in 36 countries, he has been called out not only for his fight for Ukraine but also for his hoodies, jackets, and sweaters.
His fleece jacket, made by Ukraine’s M-TAC, has retailed for about $100. However, in May 2022, a copy of that, signed by Zelensky, was sold at a Ukraine war fundraising auction at Christie's in London for around $110,000. (That jacket brand currently is out of stock). An olive green sweatshirt made by Ukrainia’s U-Shirt is branded the “President’s Sweatshirt.” It features a tryzub, the Ukrainian coat of arms, and sells for $59. On its website, U-Shirt says: “Our hoodies, shirts, and other original products are a way to make Ukraine’s voices heard. For the people truly believing in the values of liberty, and empathizing with those that fight for it, can wear it on themselves and keep the light of hope burning bright for all to see.”
Zelensky’s appearances are an example of a trend that also is evident among elected officials in the United States. Perhaps best known is the penchant of U.S. Sen. John Fetterman, (D. Penn.) for work wear like hoodies and gym shorts. (Dickies and Carhartt appear to be his favorite brands). Fetterman’s March 31 appearance at a press conference in the Senate Chamber in gym shorts, a white hoodie, and sneakers, sparked criticism from rightwing politicians like U.S. Rep. Lauren Boebert (R. Colo.) “It’s truly unbecoming for someone to show up like that to any job, let alone a job that only 100 people are elected to do,” Boebert said. “There’s just no excuse for it”.
But Fetterman apparently has had the support of Senate Majority leader Chuck Schumer (D. N.Y.), who has told the Senate sergeant-at-arms to stop enforcing the chamber’s informal dress code, under which male senators have been expected to wear suits and ties. “Senators are able to choose what they wear on the Senate floor,” Schumer said. Rules were somewhat relaxed for female senators in 1993, when Sen. Barbara Mikulski (D. Md.) led the “Pantsuit Rebellion” in which female senators and staffers wore pantsuits to the Senate one weekend. As of 2017, women have been allowed to wear open-toed shoes and sleeveless dresses and tops. In 2019, religious head coverings were allowed.
Another Congressional fashion evolution was the launch in April 2023 of the Congressional Sneaker Caucus by Reps. Jared Moskowitz (D-Fla.) and Lori Chavez-DeRemer (R-Ore.). Those representatives said their goal was to create a bipartisan group of staffers and lawmakers “who share their love for sneakers and their impact on American culture and fitness.”
Gen Z also is likely to be a political fashion influencer. U.S. Rep. Maxwell Frost (D. Fl.), who at 27 is the youngest member of Congress, is an advocate for casual style, wearing bomber jackets and Doc Martens shoes at casual events. “I feel like there’s a direct connection between Doc Martens, and a certain style, and progressive young people,” Frost said in an interview in The New York Times.
Those in the fashion world are said to be anticipating the launch of a Zelensky brand, which is especially likely to be successful if the profits are used to fund Ukraine’s defense against the Russian invasion. If Zelensky does launch such a brand, more progressive Democrats are likely to be seen in Congress wearing hoodies and sweaters like those he wears. And if Zelensky himself walks the fashion runways, the New York, London, Milan, and Paris fashion shows are likely to have big media turnouts.
