The MAGA look: How Trump women stage their femininity

The MAGA look: How Trump women stage their femininity

The “Maga look” is a new and provocative beauty standard that has gained popularity in recent years thanks to female representatives of the Trump entourage. Particularly striking is Kristi Noem, the Secretary of Homeland Security, who exemplifies this trend. The portrayal of women in Donald Trump's environment is characterized by exaggerated feminine characteristics and a certain aggressiveness. A sun-tanned complexion, sprayed lips and a wrinkle-free appearance are the hallmarks of this aesthetic, which is often referred to as the “Mar-a-Lago face”, like Stuttgarter News reported.

The women who embody this style are known not only for their physical appearance, but also for the way they present themselves politically. Historian Kristin Kobes Du Mez describes the image of women in Trump's government as patriarchal and evangelical. In this milieu, women are expected to take public positions while supporting the political agenda. No one embodies this complexity better than Nancy Mace, a Republican representative who verbally attacks her political opponents and questions their femininity.

A change in the ideal of beauty

The staging of this type of femininity has profound effects on beauty standards not only in politics but also in society. The influence of social media has led to beauty standards being questioned and redefined. Young women in the conservative movement are showing a growing interest in hyper-feminine aesthetics, which are also shaped by the Trump team's media coating, as Financial Times highlights.

A central figure in this development is Lara Trump, who was styled by makeup artist Stephanie Louise for the Republican National Convention in 2022. Louise combined a variety of high-quality cosmetic products to create a “respectful” look that deftly deviated from an over-the-top, sexual allure. Such trends not only have immense reach on platforms like TikTok, but also bring new challenges to beauty ideals as they are often tied to political and social agendas.

Beauty as power

This new aesthetic is not just a matter of appearance, but also a strategic decision to increase visibility on social media. More and more women who are involved in conservative politics are using the “MAGA look” as part of their branding. In this context, the National Geographic documents the pressure that comes from social media to question beauty standards and at the same time act as a measure of the social value of women.

The shift towards hyper-feminine aesthetics has also left its mark on wider society. More and more women are financing cosmetic procedures in order to meet the current ideal of beauty. Reports about plastic surgery, often requested before social events, clearly show that the pressure to adapt to this aesthetic is increasing and that the external appearance is increasingly becoming the focus.

The “Maga look” not only becomes a symbol of a political movement, but also a new ideal of beauty that influences and challenges both women and society as a whole. The women who represent this look deftly fuse the influences of fashion, politics and social media, creating a new understanding of femininity in the 21st century.