Cardigan Lee Jae Myung, Uniform Kim Moonsoo, Shirt Lee Junseok... Three Candidates, Three Distinct Campaign Looks

Each Candidate Highlights Fashion Styles and Items
Some Styling Choices Convey Political Messages

"Fashion is not simply a matter of clothing," said French fashion designer Coco Chanel. With about 20 days left 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 presidential candidate, has been emphasizing a softer and healthier image by wearing cardigans and sneakers. Kim Moonsoo, the People Power Party presidential candidate, is presenting both a classic "standard fashion" and the currently popular baseball-style uniform, seemingly aiming to appeal to both older and younger generations at the same time.

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 presidential candidate, has been projecting the image of a neat leader by wearing dress shirts and hoodies. In addition, 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.

Lee Jae Myung emphasizes practicality, attempts image transformation with cardigans and sneakers

Lee Jae Myung, the Democratic Party presidential candidate, participated in the 'K-Innovation' brown bag meeting at an officetel in Pangyo, Seongnam, Gyeonggi Province on the 12th, holding a discussion with IT developers and office workers in their 20s and 30s in Pangyo. 2025.5.12 Photo by Kim Hyunmin

First, Lee Jae Myung, the Democratic Party candidate, is running a campaign that highlights a softer image and tones down his previously dogmatic and hardline image ahead of this election. To maximize this image, he has frequently appeared in casual outfits featuring knits and cardigans rather than stiff suits. This is not just a fashion strategy but also a practical choice. The reason is the roughly 3kg bulletproof vest he wears during campaigning. Traditional suits are uncomfortable to wear over the vest, so he has switched to clothing one size larger and chosen cardigans over jackets for greater practicality and mobility.

Furthermore, starting from the first official day of the campaign on May 12, Lee has been wearing sneakers that combine red and blue. Notably, the sneakers feature a mix of blue, the Democratic Party's symbol color, and red, the People Power Party's symbol color, which is interpreted as an attempt to deliver a message of bipartisan unity. These sneakers are the "Classic Leather GY15222" model released by fashion brand Reebok in 2022, and after it became known that Lee wore them, they quickly sold out. On secondhand markets, they have been sold for as much as 330,000 won, more than ten times their original price.

Kim Moonsoo emphasizes 'dynamism' with round glasses and baseball uniforms

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 a softer impression to the public. Candidate Kim and the People Power Party chose a campaign outfit in the form of a baseball uniform combining red and white as their official election campaign attire. Photo by Kim Hyunmin

Kim Moonsoo, the People Power Party candidate, recently switched from the square-shaped horn-rimmed glasses 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 a softer impression to the public. Kim and the People Power Party chose a baseball uniform-style campaign outfit combining red and white as their official campaign attire. This is intended to emphasize dynamism. "Despite being 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 the image of authoritarianism and conservative elite," observers noted. A People Power Party official said, "We made the campaign outfit as a sports uniform to highlight dynamism," and added, "We mixed in white appropriately to offset fatigue with the strong red color."

Lee Junseok presents the image of a 'young leader' with a 30,000-won watch and rolled-up sleeve dress shirts

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

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

In addition, Lee wears a Casio digital watch on his wrist. This model, priced in the 30,000-won range, is not just a cost-effective and practical watch, but has also been a part of Lee Junseok's identity for a long time. He drew attention in the past as the People Power Party leader by wearing the same brand's model. Regarding this, some have commented, "While politicians often wear inexpensive watches as a form of populist performance, Lee Junseok has always worn that watch." Emphasizing youth and approachability, Lee has been campaigning by stressing, "French President Emmanuel Macron and former U.S. Presidents Barack Obama and John F. Kennedy led their countries in their 30s and 40s."