The on-going protests in Los Angeles put a spotlight on the secretary of homeland security Kristi Noem, her battle for authenticity, and a good hair day

Kristi Noem at a press conference in Los Angeles a day earlier. Screen shot: associatedpress/YouTube

Los Angeles, California, is in the news. And it is not helping the U.S. look good abroad. Increasingly, we are witnessing military build-up—the deployment of the National Guards and the Marines—in the city. And the clearly aggressive approaches of the Trump administration’s handling of the nation’s immigration problem that has been framed as an “invasion”. When Donald Trump was sworn in as the 57th president in January this year, we remember him declaring: “My proudest legacy will be that of a peacemaker and unifier.” What we have been seeing in the news this past week is not a prelude to that. Calling the protestors, who were out to object the aggressive removal of immigrants without criminal records and those with strong community ties by ICE (Immigration and Customs Enforcement) officers, as “insurrectionists”, Mr Trump is creating an image of an America that is going in the opposite direction of being “great again”.

But also grabbing the headlines is the secretary of homeland security Kristi Noem. She was in LA to host a press conference. During the event, a senator, Alex Padilla, approached the front of the room, indentified himself, and was about to ask Ms Noem a question when he was forcibly removed from the venue by security personnel, as seen in videos now circulating online. He was then tackled to the ground face-down and handcuffed. Speaking to reporters later, Ms Noem said, “I wish that he would have reached out and identified himself and let us know who he was, and that he wanted to talk,” adding that “people should identify themselves before they start lunging at people during press conferences.” Ms Noem’s DHS (department of homeland security) defended her in statement to the media, saying that Mr Padilla “chose disrespectful political theatre”. Adding more salt, White House press secretary Karoline Leavitt said in her characteristically disdainful manner that Mr Padilla “should be ashamed of his childish behavior.”

Ms Holmes speaking to the media outside a federal building in Los Angeles. Screen shot: forbesbreakingnews/YouTube

After the incident, the mayor of Los Angeles Karen Bass said during a press briefing to respond to the ICE raids and to denounce the treatment of Mr Padilla: “I served with the secretary for probably about ten years, and Madam Secretary, I do not recognise you anymore.” And she repeated, in case there was ambiguity regarding who she was referring to: “I do not know the Kristi Noem that I served with for 10 years.” Ms Bass’s comment on the secretary’s political and behavioral transformations reflected, and even resonated with a common perception that Kristi Noem’s public persona and political approach have indeed undergone a significant transformation from her early years as an air force auxillary officer to congresswoman (2011—2019) to her current role as head of the DHS. While her core conservative ideology has remained consistent, the intensity, confrontational nature, and specific focus of her public persona and policy implementation have undergone a major makeover. She has, in essence, ‘Trumperised’ herself to gain political points and to align with the divisive Trump movement.

But while Ms Bass was largely speaking about her former senate colleague’s radical change in political ideology and stance, as well as approach to governance, we do see a more physical transformation that is not less superficial. For her LA press conference, Ms Noem curiously dressed as if she was a DHS staffer or one of the boys—in a navy polo and a matching cap, both sporting the machine-embroidered DHS insignia. She clearly dressed for effect than practical needs, performative spin than occupational requirement. Her attire and overall presentation were clearly chosen for political messaging rather than information sharing at a press conference. The polo shirt and the cap, while part of DHS uniforms, presented no practical advantage for a speech at a podium indoors. They don’t protect her from the elements, nor provide added safety in the presence of potential danger, or enhanced elegance in a formal setting.

Ms Noem posing with presumably border guards, wearing tactical gear. Photo: kristinoem/X

After her puzzling appointment at the DHS, Ms Noem began ardently embracing a ‘warrior’ or ‘combatant’ persona. In her early years, she was traditionally dressed to augment the typical gubernatorial attire and messaging. But now, she consistently appears in what can be described as tactical gear, discusses “fighting” battles, and openly supports aggressive law enforcement tactics. She started cultivating a tough chick image although she is really the combat grandma (she has three grandkids). Her supporters call her by the misnomer “ICE Barbie”, probably because of her wavy hair-with-highlights that cuscades past her breast, as well as her predilection for cosplay, just like Barbie. This is the part that is hard to fathom: Despite wanting to appear as a DHS agent, Ms Noem continues to wear her hair long (which is not part of standard field officer uniform) under her caps and heavy make-up (and discernibly fake lashes) below their bills, as if she was going to tea at Mar-a-Largo.

As a loyal Trump operative and fervid sycophant, Ms Noem won’t cast aside the “MAGA aesthetic”. This unmistakable look is not just about political policies; it is about a complete lifestyle brand. Maintaining the hair and the make-up ensures she is visually consistent and shares a visual language with other prominent figures in the movement (such as Lara Trump, Alina Habba, and, to a certain extent, Karoline Leavitt), reinforcing her devotion and connection to the main man Trump. The contradiction of attire/combat webbing and hair/make-up is a deliberate and calculated part of her branding to project power and aggression and, concurrently, maintain an appealing, familiar, and strategic femininity. While it creates a cognitive dissonance, it is also a carefully constructed image for hungry cameras and for her rabid political base. Kristi Noem visibily struts and poses in her tactical gear, but the real poser isn’t whether she’s ready for a fight, but whether the pithy performance is always the point.