How Jimmy Carter Used Style to Get His Point Across
On December 29, 2024, Jimmy Carter passed away at the age of 100. The legacy of Carter's attempt to reorient the country's foreign policies, emphasize human rights, and plead to reduce consumption will beat on. As, too, will his style.
In February of 1977, two weeks following his inauguration as the 39th President of the United of America, Jimmy Carter appeared on television addressing the country for, as he called it, a "Fireside Chat." With a cackling fire in the background, Carter encouraged the country to turn down their thermostats to 65 degrees Fahrenheit during the daytime and 55 degrees at night to lower energy consumption levels. "There is no way that I, or anyone else in the government, can solve our energy problems if you are not willing to help," he said. " I know that we can meet this energy challenge if the burden is borne fairly among all our people." For the appearance, he wore a beige wool cardigan—a sartorial decision backed by strategy.
According to the United Press International, Carter was told by his advisors to change out of the business suit he wore an hour before when he signed the emergency energy legislation to increase the informality of his address. In doing so, Carter became the first president believed to address the country in such casual attire. "Carter wore a sweater to establish his own identity," Ralph Lauren said in response, according to the Washington Post. " It should have an impact greater than a movie star on an athlete. It could change the etiquette of clothes."
During the 70s, menswear noticed two movements. First was a groovier form of expression: bell bottoms paired with vibrant tops in psychedelic colors available in every hue in existence. The second is the increase in popularity of the three-piece suit and double-breasted jackets. Carter's use of sweaters perhaps did change the etiquette of clothes, offering a middle ground between each movement.
The humble garment was a part of Carter's southern style and was seen sporting them throughout his presidential campaign and as President-elect was photographed in one while conferring with his Cabinet on St. Simon's Island. Even before, Carter was photographed wearing a cardigan while visiting Capricorn Records during the production of Ticket Betts's Debut album "Highway Call," alongside his Vice President Walter Mondale outside of Carter's home in Georgia.
It wasn't a loud garment, but one can assume that these high-caliber appearances had a tremendous impact on fashion choices in the country. Think: John F. Kennedy's New England all-Americana style continues to populate "Inspo" mood boards on Pinterest and TikTok.
Other presidents who have used fashion as a vehicle include Barack Obama (remember his beige suit?) and his choice to hardly wear a tie. Even, stark red hats are now synonymous with Donald Trump. Carter's choice of wearing the humble sweater was, no doubt, not an accident. Looking back, the various sweaters he wore represented his values as a president and person—just as style is meant to.
You Might Also Like
