Every good brand needs a theme and an aesthetic, and President Donald Trump has spent decades cultivating both. The theme is success, wealth, winning, and the aesthetic is bright, brassy, loud—or, depending whom you ask, gaudy and fake. In person, the Trump look is that distinctive hair, oversize suits (apparently from the expensive Italian clothier Brioni) and long, shiny red ties. Architecturally, it’s gilt and mirrors, as in his famous marble-and-gold Trump Tower apartment, photographed many times over the years, with its canopy beds, fresco-style ceilings and colossal chandeliers.
Trump’s design aesthetic is fascinatingly out of line with America’s past and present. If you doubt it, note that the interiors of the apartments his company actually sells bear