The Weaponization of Fashion: Far-Right Aesthetics in the Pursuit of Cultural Hegemony

Since the turn of the millennium, far-right social movements have appropriated the “language of fashion” (Barthes 1967) for strategic purposes (Miller-Idriss 2018; Gaugele 2019). Fashion has become a crucial vehicle for the far-right’s mobilization and transnationalization, shaping both personal and collective identities, stimulating emotions, and mobilizing adherents (Gaugele and Grippo 2024). As part of a broader cultural revolution from the right, fashion has been weaponized. Far-right actors have rebranded extremist symbols and slogans into trendy, subcultural aesthetics, repackaging extremist views into wearable statements. They normalize their messages and blur the lines between political expression and consumer choice. By blending far right imagery with mainstream aesthetics and references to popculture, the far-right provides not-yet-politicized individuals with easy access to the social movement, creating a symbolic space where support for far-right causes can flourish. This phenomenon represents an “aesthetic attack on open society” (Hornuff 2019). The far-right’s battle for cultural hegemony is not fought solely in the streets or at the ballot box, but also in the everyday details of life, including clothing choices and aesthetic practices. Understanding transformations in far-right collective action is imperative for actors committed to challenging the far-right’s control over socio-cultural orientations and supporting an inclusive transformation of society.