California Does Washington in Style

In a marriage of politics and style, the California State Society put on a fashion show Tuesday that underscored a growing dimension of presidential inaugurations: They’re not just about politics. They’re also about marketing.

States both red and blue have products to move and attractions to tout, and inaugurations have provided another opportunity to sell themselves.

So it was that 80 looks by graduates of California’s Fashion Institute of Design & Merchandising were shown to more than 1,000 Washington VIPs, politicians, lobbyists and fashion aficionados as part of the kickoff to inauguration week. The House chaplain blessed “these creations” and “the great beauty and diversity of California.”

“This is a wonderful visual for the fashion that is coming out of California,” said Norine Fuller, the Fashion Institute’s Washington executive director, clad in gold brocade for the occasion. “We’re in competition with New York, and this is a chance to showcase our talent.”

California is not the only state to see the inauguration as a promotional opportunity. Increasingly over the last decade, state societies in Washington have used the quadrennial event to bolster their marketing power.

The Texas State Society is putting on a Black Tie and Boots Ball today, one of the hottest tickets in town. About 12,000 people in formal wear and cowboy boots are expected to sample barbecue, peach cobbler and beer while being told about the commercial glories of the state.

Four years ago, at President Bush’s first inauguration, the California State Society decided to provide Washington with a fashion show. The event sold out.

“We thought it was a good match,” said Bob Cochran, the society’s president, wearing a black Italian suit, a black Calvin Klein shirt and striped Geoffrey Beane tie. “We’re importing fashion from California. It’s advertising. It’s a good tool.”