Comment: How Nara Smith is bringing conservative values to the centre of fashion

As the saying goes; the older you get the more conservative you become. I don’t think this sentiment will reign true for most of Gen Z, but we are dressing more conservatively. 

For those who were taken by surprise by the recent swing of right-wing political success across the western world, from southern Europe to North America, a quick gloss over the fashion zeitgeist of the past few years should help you make more sense of it. Conservatism is back; from the fashion influencers we’ve been platforming to the endless list of trends we pump out every month. 

Fashion is political, whether we like it or not. For those of us existing in leftist bubbles, myself included, it typically comes as a surprise when leaders that spew the ugliest parts of right-wing thinking are elected to power. But anyone truly surprised hasn’t been connecting the dots. The trends of the past few years share right wing subtexts: the old money aesthetic, the glorification of trad wives – think Nara Smith, the hyper-fixation on wellness culture, the popularity of Celine and Ralph Lauren, quiet luxury and the clean girl aesthetic. I could go on, but you get the idea.  

There is a value system linked to the conservative aesthetic. The reason we’ve seen its resurgence in popularity is because we have returned to that value system. Conservatism is typically not overtly marketed to women, or at least not as overtly as it is to our male counterparts. Likely because subscribing to traditional gender roles hasn’t benefitted women all that much.  

Fashion design students are reporting similar changes in the way they and their cohort, are choosing to dress, signifying the shift is even hitting those least likely to subscribe to conservative ideals. Though many feel this is because their creativity is used on their work, instead of personal expression. They joke that the first years in their respective courses still hold the space for creative freedom, with students often showing up like they got dressed in a dark charity shop.  

The trend projected to define 2025’s fashion ‘it girls’ is dressing ‘basic’ – where the subtext of the clothes does all the heavy lifting. The look is more about the aura you give off than what or who you’re wearing. This mirrors the exclusivity of quiet luxury and post-ironic style choices, where the appeal lies in an if you know you know feel. Some attribute this shift to decision fatigue due to the constant exposure of fleeting micro-trends, but when even the CSM students are embracing basic dressing, it signals a shift deeper than mere screen addiction. 

The polarisation of American politics was abundantly clear in its most recent election. The ‘us versus them mentality’ is part of what got Trump back in office. You only have to consider the different strategies Trump and Harris deployed in their election campaigns to see which value system is winning. Harris chose the path of encouraging hope, change and an emphasis on community. Trump engaged in dog whistle racism at his rallies and a promise of economic growth. The result? A Republican victory. 

Fashion’s conservatism parallels this political trajectory. The glorification of trad-wife lifestyles for example, has shaped broader cultural trends. Consider the rise of “girl-ifying” movements like “girl math” and “girl dinner,” which reduce women to simplistic roles while sidestepping autonomy. These trends, coupled with pressures on women to excel both as homemakers and breadwinners under late-stage capitalism, resonate with women who find comfort in influencers like Nara Smith. Smith, a married Mormon, embodies traditional ideals with her curated mix of modest fashion and modern feminism. Her audience gravitates toward her aspirational lifestyle, reinforcing conservative norms under the guise of empowerment. 

The connection between fashion and political ideology becomes clearer when we consider how social media blurs the lines between celebrity and morality. After the U.S. election, TikTok users speculated on influencers’ political leanings based on their platforms’ content—or lack thereof. Nara Smith’s romanticised portrayal of traditional roles somehow went over many people’s heads as an indicator of her political standing, leaving much of her audience shocked. 

This phenomenon underscores the role influencers play in shaping political perceptions. In a world where morality and political alignment are increasingly intertwined, young voters look to influencers for cues, often subconsciously adopting their value systems along with their style choices. 

In an era dominated by conservative aesthetics, rejecting these norms is a radical act. Embracing personal style, shopping second-hand, and supporting independent designers are small but meaningful ways to resist. Those outside the dominant conservative trends may not hold power in our systems, but their resistance challenges the status quo. 

Fashion doesn’t exist in a vacuum – it reflects the societal waves around us. The resurgence of conservative aesthetics speaks volumes about the political climate, proving once again that it’s never just clothes.