It’s time to talk about the campy aesthetic of Trumpworld women.

By Nona Willis Aronowitz

What, exactly, is the “MAGA look”? Like pornography, you know it when you see it: It’s an exaggerated performance of traditional gender norms so common among the women of Trumpworld that it’s known as “Mar-a-Lago face.” It may involve Botox, cheek implants, fake eyelashes, injected lips, glossy waves, and a surfeit of bronzer. Think of the over-the-top looks sported by DHS Secretary Kristi Noem, strategist Kimberly Guilfoyle, and former RNC chair Lara Trump (as well as a few rightwing men, like Florida congressman Matt Gaetz). 

What does this increasingly ubiquitous look tell the world about gender and power? What do these women gain from transforming themselves? And is it even worth talking about, given the recent onslaught of horrors? I called writer Inae Oh–who consulted historians, sociologists, and plastic surgeons for the best piece I’ve read on the subject, a Mother Jones feature–to ask about the deeper meaning of the trend.

Nona Willis Aronowitz: Before we get into it, what would you say to those who think focusing on people’s (and mostly women’s) looks is besides the point—that we should solely focus on their terrible actions? Are we just using the same weapons against them that people have always used against women?

Inae Oh: I would say, “I hear you!” But I would also argue that it is a mistake to dismiss the issue as superficial–the aesthetics of fascism have long been preoccupied with restoring gender norms and ideas of perceived “perfection,” something we clearly see playing out both in the aesthetics and politics of MAGA. 

Believing that this is besides the point also risks misunderstanding the forces that animate Donald Trump: appearance over substance, one’s TV performance over policy, propaganda vs. reality. These are some of the most powerful people in the United States, imposing some of the most consequential policies in decades. Their deliberate choices are worthy of interrogation.

Kristi Noem has been such a central figure in the last couple of months. What does her visual presence signal to you?

Her aesthetic choices dovetail very nicely with the administration’s promise to take mass deportations to an unprecedented level. This is a priority for them, and the face of that priority really matters to Trump. I think there’s a reason why it’s not Stephen Miller out there. Trump has explicitly stated to Noem, “I want your face in the ads.” She’s gone through a dramatic transformation from when she was South Dakota’s governor to what she looks like now. 

Basically, she’s a woman with a look that’s very rooted in conservative, traditional ideas of what a woman should look like: long, flowing hair, heavy makeup, form-fitting dresses–but at the same time she has that baseball cap on and she’s employing incredibly harsh and cruel and aggressive policy. That supposed contradiction is intentional. Her look also provides cover for the brutal policies that are being implemented across the country. [After Sen. Alex Padilla was forcibly removed from a press conference], Rep. Anna Paulina Luna (R-Fla.) defended Noem and described her as “the most delicate, beautiful, tiny woman.” She said, “What actual testosterone dude goes in and tries to break Kristi Noem?” All of a sudden, she’s a defenseless woman.

There are certainly some precedents to the MAGA look in conservative politics and media; Fox News hosts of the last couple of decades come to mind. What’s different now?

I mean, it’s Donald Trump. It’s turbo-charged now. This is a man who literally has a background in reality TV. This is a man who doesn’t really know policy, who only cares about how you appear and how you can sell a certain idea. And [Trump’s taste is] extremely garish. Trump is notorious for his love of gold. It can seem so tacky to me, personally, but to him, it signifies wealth and power. When you have the most powerful man in the world having those priorities, people use these visual signifiers to gain power and favor.

Is this really just a rightwing thing? Lots of people, particularly women, feel pressure to conform to a certain look, which increasingly includes cosmetic enhancements.

I’m also a woman in this world, and I absolutely partake in our capitalist beauty standards. Plenty of people on the left, people who are my friends, are also opting to undergo procedures like Botox. You have Gen Z on TikTok being very open about the work they’ve done on their faces. For the longest time, plastic surgery was not accessible to the masses…As it has gotten cheaper and more normalized, people have become more open about it, like how Kris Jenner documented her facelift.

So it’s not completely divided by politics, but I think what’s happening on the right is a bit different. It’s such an appeal to tradition, whereas on the left, there’s more of an embrace, politically and culturally, of gender fluidity. And there’s more of an embrace of sustainability with companies like Reformation and green-friendly makeup, whereas on the right, that’s not at all a concern; it’s all about excess. 

Men are secondary to this phenomenon, but they’re certainly in the mix. How do you think the MAGA aesthetic plays out when it comes to masculinity?

Pete Hegseth, to me, is the male equivalent of Kristi Noem. Men like him wear these bright-colored blue suits that don’t just fade into the background, and are supposed to be a sign of patriotism. Their shoulders are extremely broad, whether that is natural or not. Their chins, their jaws are very chiseled. It’s such an aggressive, cartoonish way to represent gender norms, and that absolutely plays into this Donald Trumpian idea of a powerful man. It’s not as ridiculous as the women, maybe because they don’t wear as much makeup. Do these rightwing men want to be known for caring about their looks? Absolutely not. They would see that as a sign of weakness. But there have been reports of Hegseth installing a makeup room in the Pentagon. [“Totally fake story,” Hegseth responded on X.] He puts that same importance on visuals and the message, rather than budgets and policies.

---

The Evolution of the Rightwing Lewk

Conservative politics has always demanded that women perfectly embody the gender norms of the era.

1970s: Phyllis Schlafly

The “godmother of the conservative movement” intentionally wore ultra-feminine outfits–preppy pastels, skirts in the pantsuit era, and pussy bows–while attacking the Equal Rights Amendment.

Early ‘00s: Gretchen Carlson 

Famously crowned Miss America in 1989, she was one of many prominent “Fox blondes.” (In a twist, she was later key to taking down Fox News CEO Roger Ailes for sexual harassment.)

2008: Sarah Palin

Known for her sexy soccer mom look (with a rifle!), she ushered in a departure from the gender-neutral appearance of most female politicians at the time.

2025: Kristi Noem

Tasked with carrying out some of Trump’s cruelest policies, she is the platonic ideal of Mar-a-Lago face: pillowy lips, blinding white teeth, long wavy hair, and lots of makeup.