Can Fashion Weather Another Trump Era?

On Tuesday, Donald Trump retook the White House with his decisive win, flipping all swing states that went to Biden in 2020. It was a clear revolt against the established elite and manifestation of deep misogyny. For many, it came as a shock, but in hindsight, perhaps it shouldn’t have. Around the world, incumbent governments were being toppled as frustration with rising prices grew louder — most notably, the Tories’ loss in the UK. The same economic trouble clouded the entire Biden administration, despite strong economic data and decreasing inflation. The masses did not care about the numbers, all they saw was more expensive eggs. 

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Now, with Trump back in office, one of his top priorities is imposing tariffs on imports, especially on goods produced in China. According to his plan, the tariffs imposed can be as high as 60% for China and 20% for all imports in hopes to protect domestic industries. However, these tariffs could significantly impact sectors like fashion, where 98% of U.S sold fashion items are imported. 

Such high tariffs will deal a massive blow to the industry. During his first term, Trump implemented tariffs primarily on Chinese imports, which led to a trade war and forced many companies to shift factories from China to other Southeast Asian countries, such as Vietnam and Bangladesh. As for how much Trump’s tariffs contributed to price hikes in 2020, it’s hard to pinpoint, given that supply chain issues also played a role.

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Currently, we can only speculate on the impact of Trump’s new tariff proposals. Market analysts suggest that these policies will likely drive another wave of inflation–sorry to those who were hoping egg prices will fall. Companies can only absorb so much of the added cost before passing the rest onto consumers. Still, it’s uncertain whether Trump will push through such sweeping tariffs, especially a 60% rate on Chinese goods. Trump himself, actually, has teased that the high tariffs measures are simply negotiation tactics, meaning we will likely see a scaled-back version of the proposed plan.

Nevertheless, any tariffs would strain the industry, despite Trump’s claims that they will increase jobs. In fact, a National Bureau of Economic Research study found that Trump’s previous tariffs didn’t protect jobs; instead, they led to job losses in sectors caught in the trade war.

Beyond the economic effects, Trump’s return to the presidency also raises questions about the fashion industry’s role in politics. The fashion elite remains largely Democratic, with figures like Tory Burch and Anna Wintour publicly endorsing Kamala Harris and donating to her cause. There is constant talk within the industry about inclusivity and advancement towards sustainability, which are antithesis to Trump's ideology. 

Historically, designers have used fashion to make political statements–notably Vivienne Westwood. However, it’s not hard to question how effective it is for brands to speak in political capacity, considering they represent the exact elite that the people fought against. One may even question if it's even a brand’s responsibility to talk about politics, after all we don’t require car manufacturers or furniture makers to make commentary about the President. 

Vivienne Westwood’s Ethical Fashion Africa Campaign | Courtesy of DAZED

Yet fashion is indispensable from our cultural fabric and so is politics. In many ways they go hand in hand, from the flappers during the roaring 20s to the rise of the couturiers post Second World War to fashion’s collective support for Ukraine, fashion has consistently reflected the social and political climate. As a result, brands that try to sidestep politics risk alienating consumers who seek relevance and resonance with the cultural zeitgeist. For better or worse, fashion’s response to the Trump administration may shape its future impact and connection with the public.

As Trump returns to office, the implications for both the economy and culture are profound, and the fashion industry, positioned at the intersection of both, is in an especially precarious spot. High tariffs on imports threaten to disrupt supply chains and drive up consumer prices, impacting an industry reliant on foreign production. Simultaneously, Trump’s polarizing ideologies clash with the fashion world’s largely progressive values, raising complex questions about whether and how brands should engage politically. 

Though some argue that fashion brands have no place in politics, history shows that fashion reflects, and often shapes, the cultural and political landscapes. As a visible platform for social change, the industry faces a choice: remain silent, risking a disconnect with the cultural pulse, or speak out, potentially alienating segments of their audience. In a time when consumers increasingly demand authenticity and social consciousness, fashion’s response to Trump’s America may very well define its future relevance and resonance.

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