Suit of power: fashion,politics, and hegemonic masculinity in Australia

In 2010 the Australian Labor Party selected Julia Gillard as leader, making her Australia’s first female Prime Minister. Between 2010 and 2015 there was a renewed focus on issues of gender inequality in the way that women politicians have been treated in Parliament and in the media. Specifically, women in positions of political and institutional power such as Julia Gillard, Julie Bishop, and Quentin Bryce, were critiqued on their clothing choices in the Australian media. In this article, I argue that the Australian media’s attention to the fashion choices of women in politics is problematically gendered, because it subordinates aesthetic features that do not conform to hegemonic masculinity. I argue that in response to the dominant masculine aesthetic norm in politics, women politicians are using their sartorial choices to challenge this marginalisation of femininity in the political sphere.