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Every season, consumers are seeking something new from the brands they like. They may not want a 180-degree shift, but an evolution that makes them feel as though clothes are evolving with them.
Something similar happens when election season approaches. Voters are seeking a change in their lives. And in order for this change to be attainable, the candidate's appearance is as important as the messages and values they are communicating. In an era where image and substance must work in tandem, the visual elements of a campaign can either reinforce or undermine a candidate's message. This is particularly true in major metropolitan elections, where voters from different backgrounds with different needs and priorities evaluate candidates through multiple lenses simultaneously.
Who is Zohran Mamdani?
NYC Mayor polls indicate that Zohran Mamdani is set to be the next mayor of New York City. His unlikely rise over the last nine months has made a local election a matter of international news, which is making everyone from New Yorkers to the President and CEOs discuss the potential outcome of this election.
It's not that Mamdani has been spontaneously navigating each step of the campaign. It's simply that his approach to communicating with voters feels like a breeze of fresh air. He's a candidate who can explain rent-freeze policies in New York City without colloquial SAT words. He's a candidate who dedicates time to legacy media, independent media, bloggers, and celebrities all along, understanding the influence that each of them conveys in communicating messages. He understands the rules of the game, but he's not afraid to play the game differently.
This strategic flexibility extends beyond his media appearances. Mamdani has demonstrated an intuitive grasp of how different audiences consume information and form impressions. Where traditional politicians might rely solely on press conferences and town halls, he recognizes that credibility is built across platforms. His willingness to engage with podcasters, TikTok creators, and community organizers with the same seriousness he brings to television interviews with progressive and conservative anchors signals a profound understanding of modern political communication. Mamdani is amplifying his message, listening to those who would speak to him and speaking to those who would listen —allowing him to meet voters where they already are rather than demanding they come to him.
Why are New Yorkers so excited to elect Zohran Mamdani?
I am supporting Zohran Mamdani because he has centered his campaign on the affordability crisis in New York City. His top 3 platforms are Freezing the Rent, Making Buses Fast and Free and providing Universal childcare. Those are tangible policies that can change millions of New Yorkers’ lives because the truth is it’s gotten too expensive to survive.
On the LGBTQ side, Zohran is the first mayor to have a full on robust plan to uplift the LGBTQ+ community. He plans to invest millions in funding for trans healthcare, make NYC a sanctuary city and create an office of LGBTQ+ affairs to fund deeply necessary social and legal programs for queer and trans youth.
Katia Portela, Founder and Director, Gays for Zohran
As a young politician seeking to govern one of the most important cities in the United States, the way Mamdani presents himself non-verbally navigating the digital age has played a critical role in his campaign. Let's analyze these elements even further.
Ties
The tie is the one accessory in the men's suit where there is some room for creativity and color.
Unsurprisingly, there are many horror stories of ugly ties ruining a political scene, whether that is during a debate, a speech, or any type of political appearance. Ties can easily look ugly or tacky when the prints are too bold or too distracting. There is a time and place for these ties. The red Jingle Bell Rock tie with battery lights should be saved for Christmas dinner with friends. The shine of the tie can make it look spooky so it's safer to go with the matte options.
The length of the tie is non-negotiable. It must lie over the belt buckle; too short or too long would disturb all body proportions and make the entire look seem sloppy. These details matter more than most candidates realize. A tie that's even an inch too short can subconsciously signal carelessness or a lack of attention to detail—qualities no voter wants in someone managing a city budget of nearly $100 billion.
Mamdani got all the lessons right when it came to tie selection and styling. The slim ties have been a modern cut that millennials and Gen Z prefer, which makes him stand out already as someone who is from a new generation of leadership. His prints are usually dark and subtle, with black being consistently present. This consistency creates a visual signature that voters begin to recognize and associate with his brand of leadership.
Black tends to be associated with eveningwear and mourning; however, it is formal, and it communicates authority and helps make a more impactful presence. As the youngest candidate on the ballot, Mamdani has been constantly attacked as someone whose "resume fits in a cocktail napkin" or simply someone too young to lead the city of New York. It makes sense that Mamdani has relied on black ties as a staple accessory to further strengthen his candidacy and present himself as an experienced candidate to lead New York City. The psychological impact of this choice cannot be understated—in a field where age becomes a weapon against him, every visual element that conveys gravitas and competence becomes a strategic asset.
GET ZOHRAN'S LOOK
Facial hair
It is interesting to see a common thread amongst the men who have generated headlines over the last months: the Vice president, Jimmy Kimmel, Zohran Mamdani, all of them with facial hair.
There is something in the air going on, triggering a trend on facial hair. It may be caused by the hypermasculinity of conservative fashion or simply a contrasting visual element in men. Whatever the cultural undercurrents, facial hair has become a subtle marker of a particular political moment—one where traditional polish is being questioned and a more approachable, human aesthetic is gaining currency.
It's not just about letting facial hair grow. Not all beard looks flattering, and not every cut and shape would work for every individual—that's why barber shops continue to add more personalized services to barber shops and ensure that men walk out there confident with a beard that works for them. The beard is another one of those few elements in men's fashion where there is some room for creativity—men can play with the shapes, volumes, and textures of the beard.
In the case of Mamdani, he represents the millennial spirit with a beard that is well-preserved. It's clean, masculine, appealing and flattering to himself and his persona. The grooming speaks to his attention to presentation without crossing into vanity. It suggests someone who respects the office he's seeking while remaining authentically himself.
A smile
According to Harvard Medical School's Harvard Health Publishing, there is a direct correlation between smiling and the prevention of early death and cancer. Other studies show that a smile can significantly increase one's perception of attractiveness and intelligence without even knowing the person.
In a political climate with a strong digital presence, hypervisual advertisements that are widespread across mailers, newsletters, banners, newspapers, yard signs, canvass launches, buttons and tote bags, Mamdani's smile has been one of his most successful political tools yet. In an environment saturated with angry rhetoric and fear-based messaging, his smile cuts through the noise. It communicates optimism without naivety, confidence without arrogance. This emotional resonance is particularly powerful in a city that has weathered economic uncertainty, public health crises, and social upheaval in recent years.
Amidst criticisms asking for his arrest, questioning how much of a New Yorker he is (he arrived in NYC at the age of 7), and receiving literal attacks left and right, his responses with a smile and explaining his stances are further fueling his success. The smile becomes an act of defiance—not aggressive or dismissive, but rooted in an unshakeable belief in his vision and his right to pursue it. This emotional discipline under fire demonstrates the kind of temperament voters want in crisis management.
The Power of Non-Verbal Communication
Research consistently demonstrates that non-verbal communication accounts for a staggering majority of how we form impressions of others—some studies suggest as much as 93% of communication effectiveness is determined by non-verbal cues. In the political arena, where trust is the currency of success, these silent signals become even more critical. Voters are not merely listening to what candidates say; they are reading body language, analyzing presentation choices, and making split-second judgments about authenticity and competence based on visual information alone.
Mamdani's campaign illustrates the sophisticated understanding that modern political success requires mastery of both verbal and non-verbal domains. His policy proposals may be substantive and well-researched, but without the visual coherence to support them, they would struggle to gain traction in an oversaturated media environment flooded with misinformation and disinformation.
Then there is the fashion element. His slim ties signal generational change. It is a visual juxtaposition between what has been and what can be. The well-maintained beard communicates care and intentionality. The persistent smile projects resilience and optimism amidst attacks left and right. Altogether, these elements weave together a non-verbal narrative that reinforces his verbal messaging at every touchpoint.
In the end, successful political communication requires this synthesis: the message and the messenger must be aligned, authentic, and resonant with the moment voters find themselves in. Mamdani's rise demonstrates that in contemporary politics, ignoring the power of non-verbal communication is no longer an option—it is the foundation upon which credibility and connection are built.
Mamdani is set to be the first immigrant to become mayor in New York City in a very long time. His credibility is questioned and his steps are being measured with a microscope, but the socialist democrat continues to find common ground, listen to community members, engage with leaders, and propose a strong idea about what the future of progressive politics might look like. His visual presentation—from his ties to his facial hair to his signature smile—works in concert with his policy positions to tell a coherent story about who he is and what kind of leadership he represents. In the end, successful political communication requires this synthesis: the message and the messenger must be aligned, authentic, and resonant with the moment voters find themselves in.
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