In the world of American politics, fashion often speaks as loudly as policy. A distinct sartorial trend has emerged among female supporters of the Make America Great Again (MAGA) movement, linking high-profile figures from the Trump administration to a single, upscale Washington D.C. fashion retailer: Tuckernuck.
The MAGA Aesthetic and Its Preferred Boutique
Observers have noted that prominent MAGA-aligned women often share a specific style—characterized by crisp blouses, structured dresses, and bright, floral outfits. This look, sometimes described as having a "Republican Barbie" aesthetic, has found its primary source in Tuckernuck. The brand's clothing has been spotted on a who's who of Trump-world figures.
White House Press Secretary Karoline Leavitt, aged 28, frequently wears the brand, having been seen purchasing its athleisure wear and donning its dresses at official events. Usha Vance, the Indian-origin wife of Vice President JD Vance, chose a Tuckernuck dress for a high-profile visit to the Vatican to meet Pope Leo XIV in May 2025. Furthermore, US Secretary of Homeland Security Kristi Noem was recently seen browsing the store's shelves.
Internal Tensions at a "Non-Political" Brand
Despite the brand's popularity with this powerful political cohort, not everyone at Tuckernuck is celebrating. According to a report by The Daily Beast, some employees within the multimillion-dollar company have expressed discomfort with their high-profile MAGA clientele.
One employee specifically mentioned difficulties with Karoline Leavitt, stating her "day-to-day is very much against my morals and values." This highlights a striking internal contradiction. While the brand's clothing has become a uniform for Republican elites, its founders are privately registered Democrats.
Co-founders Madeline Grayson (38) and Jocelyn Gailliot (45), who started the company in 2012 with friend September Votta (38), have repeatedly donated to Democratic candidates, as per Federal Election Commission records. Grayson told Axios in October that the brand is "obviously not at all a political brand."
The Rise of a Washington Staple
Tuckernuck's ascent to political fashion prominence has been rapid. Named after an exclusive island off Nantucket, the brand has become ubiquitous in certain Washington circles. A D.C. stylist with high-profile political clients told The Daily Beast, "You throw a stone and a girl is wearing a Tuckernuck."
The trend extends beyond the administration itself. The pro-Trump media network Fox News is also a major client, reportedly buying clothing from the retailer "by the rack." The stylist noted, "This [administration] has made it acceptable to have Republican Barbie aesthetics again, and people are leaning into that."
This phenomenon underscores how fashion and politics intersect, creating visible tribal identifiers. For better or worse, Tuckernuck has found itself woven into the fabric of a modern political movement, navigating the complex waters of brand identity, commercial success, and internal corporate values in a deeply polarized era.
