A Modern Politico Getting the Vote Out

“The choice this November couldn’t be more serious.” Reformation’s face of the “You’ve Got the Power” campaign, Maya McPherson, aims to spread the word on voter registration. “We have a chance to empower Americans to use their voices by voting…The polls are showing a continued increase in voter frustration and surprisingly a decrease in empathy. We have a responsibility to remind ourselves to not let things get in the way - our vote is our power.” It’s evident Reformation chose a vocal representative, and one that cares about the voices of the American people.

“She’s energetic, compassionate, and has the ability to listen and connect with others, making her such an influential champion,” shares Jackie D’Souza, Reformation’s chief creative officer. “In the past, we’ve had Zara Yee, another powerful spokesperson for both voting and for empowering women. For this year’s campaign, we wanted to maintain that momentum and Maya McPherson was the perfect choice! It also doesn’t hurt that she’s a fashion icon. She’s stylish, charming, and current.”

And D’Souza is not wrong about McPherson's fashion and relatability. Walking into our studio, McPherson is radiant and red-lipsticked. Clad in a camel coat from Reiss, a top-choice brand of Her Royal Highness Princess Catherine of Wales, Maya arrives in a navy COS sweater, FRAME jeans, and Dolce Vita boots, joking about what it means to be brat. She immediately disarms everyone in the conversation. She’s basically an Olivia Pope IRL.

A graduate of sunny University of Southern California, McPherson has spent her entire career in political service. Her speciality in political strategy and grassroots organization has helped several notable campaigns, from Reese Wright in ‘12 to most recently President John Knight. Despite her numerous successes, I suspect Maya McPherson doesn't want to indulge her feelings. 

“At her core, she’s a private person,” says her friend, Gabe Perez, a staff member of Representative Teresa Powell. It's often the case that those the most private in politics either have skeletons to hide or are too modest for the spotlight. It's a pretty obvious guess that Maya is the latter. 

For those interested in politics, there’s a catalyst that sparks an individual’s interest, whether it be power, community, or representation. Maya’s interest in politics dates back to her high school days. “I love talking about this,” giggles McPherson. “I really have to attribute my time in high school to when I established a fan club for Mischief with my best friend…You could think of it as my political origin story,” Maya chuckles. Mischief, a boy band that rivaled NSYNC and Backstreet Boys in the ‘90s, was known for their hit "Until It Rains," and of course bad boy lead-singer Charlie Blake. “Discovering that joint love with my best friend, we started a national fan club when we were 15 years old and it was then that I truly learnt the power of organizing, and to this day, I can still remember the thrill of mobilizing a group of fans, and how contagious their eagerness was.” 

She’s long been an advocate for nourishing the interest of younger girls. “Most importantly, I think this was incredibly formative in teaching myself that I had a passion to nurture. It’s crazy to say that it’s been about two decades but following our success, I do my best to foster the dreams of young girls - no matter how frivolous they may seem.” It appears that Mischief worked in McPherson’s favor of putting her on the path of political strategy and not stranded in the desert waiting for the rain. 

“That said, it can be addicting despite politics being chaotic at times. People often speak of a high when on the debate floor; you know, finding that right line to deploy that right argument? Developing a strategy to counter any potential attacks? Ultimately though, it does come down to one thing. Talking to others in politics, we’ve all heard the same things. The common denominator is the feeling of power. And, why should men be the only ones to feel in power?”

Maya’s sentiments resonate with many, including myself - why should men be the only ones to feel power, or to even exert it? It’s clear from the fire behind Maya’s eyes that she has an underlying meaning to her statement. McPherson may have helped Senator Knight win the election and the House, but he doesn’t have the Senate. It’s never been more crucial than now to flip it. To say that a lot is at stake would be the understatement of the year. 

Women’s reproductive rights is at the forefront of issues and it’s one of the key topics that has Maya rallying to register voters for this year’s election. “I know we say every election is the most important one but there’s so much at risk and I truly believe that women will be the ones to decide this election. We have women’s health on the line - our reproductive rights, our bodily autonomy. I mean, women’s lives are endangered across the country.”

Many across the aisle flare in anger at words like Maya’s, stating that they’re untrue but the numbers and the stories speak for themselves. Following the repeal of Roe v. Wade in 2022, women lost the right to abortion access in several states, particularly in the Deep South. The maternal mortality rate in the U.S. ranks our country as the highest amongst developed countries. In 2020, a study using state-specific data from the University of Colorado estimated a 24% increase in maternal death should abortion become banned federally, with the risk even higher for Black patients, at 39%. While Roe v. Wade is dismantled at the federal level and outlawed in several states, many women will resort to self-managed abortions. Trigger warning, this could be achieved by a variety of methods, to include using drugs or alcohol, lifting heavy objects, taking a hot bath, and even going the extreme to hitting themselves in the stomach. In her dissent of the repeal, Justice Sonia Sotomayor wrote that "young women today will come of age with fewer rights than their mothers and grandmothers." All of this is very encouraging to women to consider starting a family; good job Supreme Court on aiding in the decreased birth rate. 

“How can I encourage young girls to pursue their goals and passions if there are walls that keep erecting and blocking them from some of the most basic and fundamental rights?” questions Maya. She’s not the only one to doubt the future of younger generations and what rights might be left untouched. There’s no way to cherry coat it - both women’s freedom, AND our country’s freedom, hang in the balance. This just further emphasizes the need for women to band together, and to build up that power to work on protecting not only our bodies, but of our daughters and their futures. This is why Maya is so keen on getting people registered to vote. “I know there are probably folks who think I’m exaggerating but democracy is on the line in this election,” she declares. “We’re seeing books banned, voting laws ravaged, court decisions ripping apart our most basic freedoms, and sadly much more.” Hearing Maya speak so passionately, I’m ready to re-register myself to vote!

In late January, we were meant to do a SoulCycle class, but ended up going for a run around the monuments instead. Having gone to college in the District, it’s a classic past-time to meander Jefferson and MLK. Dressed in thermal leggings, two shirt layers, a running vest, ear warmers, and my Brooks, I met Maya on the steps of Lincoln Memorial. “I just love running in D.C.! It’s not my favorite form of exercise but there’s just something about running past the architecture and memorials here.” And she’s right! I mean, running past these iconic locations with Maya felt like something out of an episode of Scandal…just minus, well, the scandal.

Being with Maya isn’t like being with any other senator’s wife. Fashion and exercise aside, not every response to a question is carefully curated. It’s authentic and fresh; it’s human. I think it’s her human aspect that makes her the modern woman, one that the American people can connect with.

Jackie D’Souza found McPherson to be the ideal face of the brand’s voting-focused “You’ve Got the Power” workwear campaign, photographed by Danielle Jay. Reformation continues its project to encourage voter registration for a third year in a row. This year, Reformation is collaborating with Vote.org to focus on making voting more accessible for all, with the brand donating $25,000 to the organization as well. “Bringing it back to organizing a group of fans, I remember how infectious and powerful their enthusiasm was and I hope to emulate that same enthusiasm with Reformation’s vote campaign,” laughs Maya. “I know I sound like a broken record, but women are truly going to be the ones who will decide the election.” With the threat of our bodily autonomy in jeopardy, I should hope women are asserting their voices at the polls. 

Across the country in early February, all Reformation stores hosted “You’ve Got the Power” week-long registration events. Folks who registered on Vote.org received an extra 15% discount off their in-store purchase. “We had a lot of customers come in questioning why we’re doing this in February and why even schedule this after the presidential election and those are all valid questions. With the presidential election last year, it was evident that we had to keep the fight going,” states D’Souza. “Most of our customers are women ranging from a spectrum of ages. And most of the top political concerns and hot topics relate to the governing of women’s bodies and actions. Why should we not take the time to bring awareness to our customers, both loyal and new, that we too can take part in the democratic system that is our electoral process.” 

I joined Maya on the Thursday of that week at the Reformation in Georgetown as she participated in encouraging customers to register. It was intriguing to witness the myriad of reactions to the event. Some women declined stating that they were already registered with a dismissive air, while others were encouraging their friends and family to sign up. “It’s great that Knight won the presidential election; and it’s a step forward on the right path. But, there are people in Congress who are working hard to control women’s rights and bodies. It’s crazy to think that we’re in the 21st century and yet some folks in our government are trying to make our daughters have less rights than our ancestors,” states Marie Smedley, a stay-at-home mother of two high-school daughters. 

It’s not just women acknowledging the need to spread the word but also men too. Praising Reformation’s campaign, Ryan Garcia, a father of a one-year-old baby girl, was tagging along with his wife, Eliza, as she shopped. “We’re very fortunate that my wife’s pregnancy and delivery were concern-free. Sadly that’s not the case for every woman in this country. You hear stories from other couples sharing that hospitals in Texas and Florida won’t administer an abortion pill despite the mother miscarrying,” he says, shaking his head. “It’s just baffling.” 

Perhaps the most inspirational were college freshman students, some of whom voted for the first time last November. “Growing up, you keep hearing older people criticizing younger generations for “being lazy,” well, this is me doing something. This is me taking action for not only my future but my future children,” declares 18 year-old Rachel Mpundu. Maya wasn’t wrong, mobilizing folks who are passionate about a cause is truly contagious. Power doesn’t appear just out of thin air. No. It’s built from the ground up. It manifests through listening and building coalitions.

Following the event, Maya recommended drinks at Georgetown’s new bar, L’Annexe. It was such a step away from the prim and typical places like The Hamilton, further emphasizing how different Maya is from other senator wives. While sipping our drinks (I recommend Phuket, Let’s Go to Karachi!), it was a chance for more candid conversations with Maya and it’s clear that she cares a lot about the voters. “President Knight’s inauguration may have happened a few weeks ago but it doesn’t mean that we drop the ball on issues. We have to keep fighting for more representatives of our voices in Congress. We have to keep working on those key issues. If not for ourselves, but for future generations.” Maya may have helped Knight win the White House last year but she’s not forgotten the needs of the American people. Maybe I should take the time to convince her to run for office?

Tomorrow, Maya travels to San Diego to attend a voter registration campaign with first-time voters. “Yes, this event is intended to energize young citizens to get out and vote, but it’s also about listening to them. There’s a reason for all this and why it matters - by listening to the people, we are able to reflect that they matter, their voices matter. And when I say “they,” I mean every single person in America, regardless of race, gender, class, etc.” Yes, topics like abortion may physically affect women more than men, but it does not mean that men don’t have a role in voting for abortion access. “It’s unfortunate that some view our empathy and compassion as a weakness, or a vulnerability if you will. Little do they know that it is in fact what fuels us for this fight. They’ve misjudged our power because they don’t understand it.” 

With the general election eight months out, there’s simply no excuse to not take the time, typically five minutes, to register with your state’s election board. My conversation with Maya may have focused more on women’s health rights, but there are a multitude of issues to regard – inflation, education, foreign policy, the Supreme Court, and more. Consider your options. With one side, you have active listeners, patriots, and immigrants. On the other side? Take your pick. Christian nationalists, racists, misogynists, queerphobics, and neofascists. Some might be willing to risk the roll of the dice, but at what cost? 

Primary and local elections are happening all the time, but the General Election is on November 5th. You need to register at least 15 days prior to then. Vote.org is the biggest nonpartisan voter resource in the United States. Check out their page for election reminders for your state.