‘Against my morals’: Fashion insiders spill on dressing Karoline Leavitt and MAGA women

If you have been following the news for a while, you might have noticed that MAGA people not only wear matching hats, but also clothes, smiles and surgeries. A woman who is a MAGA supporter can be spotted from a mile away through their botox lips, chipmunk cheeks, and bright, floral outfits.

But not only their clothes, even the store that the MAGA women shop from is also the same. Their crisp blouses and structured dresses are all about the D.C. fashion retailer, Tuckernuck. From Karoline Leavitt to Kristi Noem and even Second Lady Usha Vance, the who's and who's of the Trump administration don attires from this store that has slowly become the MAGA dresser.

While one would be thrilled at imagining the amount of revenue and fame the brand must be receiving, as per a report by Daily Beast, it is less than happy over its revolving door of MAGA customers.

Not so MAGA-happy

Inside the multimillion-dollar brand, some employees scoff at the women who have changed its fate. “I have a hard time, you know, with Karoline [Leavitt],” a Tuckernuck employee said of the 28-year-old White House press secretary.

“Her kind of day-to-day is very much against my morals and values,” they added.

Leavitt has been spotted purchasing athleisure and loungewear at the DC store and has worn their dresses to official events.

Not just Leavitt, Vice President JD Vance's Indian-origin wife, Usha Vance was also spotted in the brand's dress when visiting the Vatican to meet Pope Leo XIV with her husband in May 2025.

A few weeks ago, US Secretary of Homeland Security, Noem was also spotted browsing the shelves at the store.

The rise of Tuckernuck

“You throw a stone and a girl is wearing a Tuckernuck,” a D.C. stylist with high-profile political clients told the outlet.

Not just the Trump administration, the brand is also a go-to for pro-Trump media network Fox News which buys from the retailer by the rack, as per sources who talked to the outlet. “This [administration] has made it acceptable to have Republican Barbie aesthetics again, and people are leaning into that,” said the stylist.

The brand was founded in 2012 by D.C. natives Madeline Grayson, 38; Jocelyn Gailliot, 45; and their friend September Votta, 38, and is named for the exclusive island off Nantucket where the trio vacationed as children. “We’re obviously not at all a political brand,” Grayson told Axios in October.

However, what's interesting is that while the brand has Republican customers, its top executives are known to be Democrat donors. Grayson and Gailliot are privately registered as Democrats who have donated repeatedly to Democratic candidates, according to Federal Election Commission records.