Cardigans, Uniforms, Shirts... Fashion as Strategy, What's Your Choice?

Three Distinct Campaign Styles: Lee Jae Myung, Kim Moonsoo, and Lee Junseok

Each candidate stands out with unique fashion styles and items. Some styling choices also carry political messages.

"Fashion is not simply a matter of clothing." This is a quote from the French fashion designer Coco Chanel. With about 20 days remaining until the June 3 presidential election, public interest is also focused on the fashion choices of the main candidates. Recently, Lee Jae Myung, the Democratic Party's presidential candidate, has been emphasizing a soft and healthy image through cardigans and sneakers. Kim Moonsoo, the People Power Party's candidate, is showcasing a classic "orthodox fashion" style along with the currently popular baseball uniform look, seemingly aiming to appeal to both older and younger generations simultaneously.

With about 20 days left until the June 3 presidential election, public attention is also focused on the fashion of the main presidential candidates. Each candidate is campaigning with styling that conveys their political message through fashion items such as sneakers instead of dress shoes, round glasses instead of angular ones, and rolled-up sleeve shirts reminiscent of former U.S. President Obama. Asia Economy·Reform New Party

In contrast, Lee Junseok, the Reform New Party's presidential candidate, has presented the image of a neat leader by wearing dress shirts and hoodies. In addition, each candidate is campaigning with fashion items that convey their political messages, such as sneakers instead of dress shoes, round glasses instead of angular ones, and rolled-up sleeve shirts reminiscent of former U.S. President Obama.

Practicality Emphasized by Lee Jae Myung, Soft Image Transformation... 'Harmony' Message Sneakers Sell Out

First, Lee Jae Myung, the Democratic Party candidate, is conducting a campaign for this election that seeks to soften his previously dogmatic and hardline image and highlight a gentler side. To maximize this image, he often appears in casual attire using knits and cardigans rather than stiff suits. This is not just a fashion strategy but also a practical alternative. This is due to the approximately 3kg bulletproof vest he wears during campaigns. Since traditional suits are uncomfortable to wear with the vest, he switched to larger-sized clothing and chose cardigans instead of jackets, considering practicality and mobility.

Lee Jae Myung, the Democratic Party presidential candidate, participated in the 'K-Innovation' brown bag meeting on the 12th at an officetel in Pangyo, Seongnam, Gyeonggi Province, holding a discussion with IT developers and office workers in their 20s and 30s from Pangyo. Photo by Kim Hyun Min

Democratic Party presidential candidate Lee Jae Myung is giving a speech at the campaign rally held at the Central Fountain Plaza in Dongtan Central Park, Hwaseong City, Gyeonggi Province, on June 12, the first day of official campaign activities for the June 3 presidential election. The sneakers Lee is wearing have the phrase "From now on, the real Republic of Korea" attached. Photo by Yonhap News

Furthermore, starting from the first official day of the campaign on May 12, Lee has been wearing sneakers that combine red and blue. In particular, the sneakers he wears are designed with blue, the symbol of the Democratic Party, and red, the symbol of the People Power Party, which is interpreted as an intention to deliver a message of bipartisan harmony. These sneakers are the "Classic Leather GY15222" model released by the fashion brand Reebok in 2022, and after it was revealed that Lee wore them, they sold out rapidly. On secondhand markets, they have sold for as much as 330,000 won, more than ten times the original price.

Dynamism Emphasized by Kim Moonsoo, Breaking from Authoritarianism with Round Glasses and Baseball Uniform

Kim Moonsoo, the People Power Party candidate, recently changed his square-shaped horn-rimmed glasses, which he wore during his tenure as Minister of Employment and Labor, to round glasses with almost invisible frames. This styling is interpreted as an effort to give the public a softer impression. Candidate Kim and the People Power Party chose a baseball uniform-style campaign outfit combining red and white as their official election campaign attire. Photo by Kim Hyunmin

Kim Moonsoo, the People Power Party's presidential candidate, is appealing for support from voters in front of Jidong Market in Suwon City, Gyeonggi Province on the 16th. Photo by Kim Hyunmin

Kim Moonsoo, the People Power Party candidate, recently changed from the square-shaped horn-rimmed glasses he wore during his tenure as Minister of Employment and Labor to round glasses with barely visible frames. This styling is interpreted as an effort to give the public a softer impression. Kim and the People Power Party chose a baseball uniform-style campaign outfit combining red and white as their official campaign attire. This emphasizes dynamism, and "even in his 70s, wearing a casual baseball uniform maximizes the effect of looking younger," and "it appears to be an attempt to break away from an image of authoritarianism and conservative elitism." A People Power Party official said, "We made the campaign outfit as a sports uniform to emphasize dynamism," and "white was mixed appropriately to offset fatigue with deep red."

Image of a Young Leader Presented by Lee Junseok, Youthfulness and Approachability with an Inexpensive Watch and Rolled-up Sleeve Dress Shirt

Lee Junseok, the Reform New Party candidate, has benchmarked the style of former U.S. President Barack Obama. Throughout the campaign, instead of the typical campaign jumper, he has consistently worn a white dress shirt with the sleeves rolled up and no tie. This is interpreted as an effort to project an image that is both young and competent, but not too youthful. He also appeared at the "Let's Eat School Meals" campaign event at Seoul National University of Education the previous day with his top button undone and sleeves rolled up, and at times, he roams campuses in a hoodie, expanding his connection with the youth demographic. This is seen as part of a strategy to emphasize a generational change, leveraging his age of 40 as an advantage.

Candidate Lee Junseok appeared at the Seoul National University of Education campaign site the previous day during the "Let's Eat School Meals" event with his top button undone and sleeves rolled up. At times, he roams the campus dressed in a hoodie, expanding his connection with the youth demographic. This is interpreted as part of a strategy to emphasize a generational change image by leveraging his age of 40 as an advantage. Reform New Party

Reform New Party presidential candidate Lee Joonseok is carrying a school meal and moving at the student union building cafeteria of Korea Aerospace University in Goyang, Gyeonggi Province on April 29. Photo by Yonhap News

In addition, Lee wears a Casio digital watch on his wrist. This brand's product, priced in the 30,000 won range, is not just a practical, cost-effective watch, but also a part of Lee Junseok's identity, as he has worn it for a long time. He also attracted attention in the past when he wore the same brand's model during his tenure as the leader of the People Power Party. Regarding this, there has been commentary that "while politicians often wear inexpensive watches to appeal to ordinary citizens, Lee Junseok has always worn his." Emphasizing youthfulness and approachability, Lee is campaigning while highlighting that "French President Emmanuel Macron, as well as former U.S. Presidents Barack Obama and John F. Kennedy, led their countries in their 30s and 40s."