The much-mocked decision by the Obama campaign to launch a high-fashion line brought in more than $40 million, campaign manager Jim Messina told Bloomberg Businessweek.
The concept was formulated by Vogue Editor-in-Chief Anna Wintour, a major Obama supporter. Items include Thakoon Panichgul silk scarves for $95, Tory Burch handbags for $75, and Monique Pean hemp-and-cotton scarves for $95.
The Obama campaign and Wintour put on fashion shows in New York City and Chicago, including celebrities such as Scarlett Johansson, but not the press.
The Obama campaign was reluctant to draw attention to the idea, thinking it might not play so well in Peoria. Messina said the purpose was to raise some serious cash for the campaign, which is easier to do with $95 scarves than with inexpensive T-shirts like all campaigns offer.
Bloomberg Businessweek suggested some fashion items for future campaigns: Chris Christie-branded bibs or fleeces and Hillary Clinton pantsuits by Vera Wang.
Politicos across the ideological spectrum noted during the campaign that a high-priced fashion initiative might not send the best message with unemployment hovering around 8 percent.
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