For politicians, though, wardrobe is about more than comfort or style. It's about creating a persona that is at once familiar and magisterial. You don't want to make someone something they're not, but you don't want to make their attire an obstacle that you have to overcome. I even get down to the warm-up suits. While casual garb is an attractive option for candidates on the go, it presents a particular challenge for political and image consultants who often need to teach style-challenged politicians how to successfully navigate their way their way through Neiman Marcus.
Personal shopping is a staple of most media consultants' repertoires.
Though most consultants said they tend to take more male candidates shopping than female candidates, clothes are an integral component of the image they craft for each of their clients. Consultants do recognize that the casual shift is not for everybody, especially the older, established politician. The concept itself seems superficial and silly to many Washington policy wonks with lofty ideals about impacting the electorate with innovative platforms, but Edmonds emphasized the importance of these images. While political insiders may be wise to Wolf's superficial overhaul of Gore's persona, Edmonds said this type of visual manipulation is quite effective outside the Beltway. We're all affected by the visual image and we can't help but be.