Brands Struggle to Capture JFK Jr.'s Effortless Style

Recent marketing campaigns and TikTok trends show the difficulty of replicating the late icon's casual preppy look.

Mar. 13, 2026 at 9:03am

Got story updates? Submit your updates here. ›

Since the release of the FX series 'Love Story' about John F. Kennedy Jr. and his wife Carolyn Bessette Kennedy, brands and social media influencers have been trying to emulate JFK Jr.'s iconic preppy style. However, their attempts often fall short, failing to capture the effortless nature of his fashion choices. The article examines how brands like Uniqlo and Polo Ralph Lauren have tried to recreate JFK Jr.'s look, but their efforts come across as generic and inaccurate.

Why it matters

JFK Jr. had a unique personal style that was a blend of casual preppy and WASP sensibilities. His ability to pull off looks like wearing a suit while cycling or popping his collar on a blazer with confidence made his style interesting and aspirational. The difficulty brands and influencers face in authentically replicating his style highlights how original trendsetters often don't overthink their fashion choices, and that the essence of their style can't be easily packaged and sold.

The details

The article cites examples of brands like Uniqlo and Polo Ralph Lauren attempting to recreate JFK Jr.'s look in their marketing, but falling short. A Uniqlo Instagram post featured a model in cargo shorts and a polo shirt, which the article says is not representative of how JFK Jr. actually dressed. Similarly, a Polo Ralph Lauren post showed a model in a tan linen suit, which was not JFK Jr.'s typical style. On TikTok, young men have also tried to emulate JFK Jr.'s preppy aesthetic, but often end up just looking like they raided a J.Crew store.

  • The FX series 'Love Story' about JFK Jr. and Carolyn Bessette Kennedy was recently released.
  • It has been nearly 27 years since JFK Jr.'s death.

The players

John F. Kennedy Jr.

The son of former President John F. Kennedy, known for his effortless preppy style and being named People's 'Sexiest Man Alive'.

Uniqlo

A Japanese casual wear designer, retailer and manufacturer that attempted to emulate JFK Jr.'s style in an Instagram post.

Polo Ralph Lauren

An American fashion company that posted an image of a model in a tan linen suit, attempting to channel JFK Jr.'s look.

Got photos? Submit your photos here. ›

What they’re saying

“Without the backward hat and a blond companion, none of it feels tethered to Mr. Kennedy.”

— Jacob Gallagher, Author (nytimes.com)

“Mr. Kennedy was more of a navy suit guy — but I'll give them bonus points because the model does sort of look like a Kennedy.”

— Jacob Gallagher, Author (nytimes.com)

The takeaway

The difficulty brands and influencers face in authentically replicating JFK Jr.'s iconic style highlights how the essence of true style can't be easily packaged and sold. Original trendsetters often don't overthink their fashion choices, and brands struggle to capture that effortless quality when trying to emulate them.