The first Aaron Sorkin film about Facebook, The Social Network, established a visual shorthand for Mark Zuckerberg that persists today. The 2010 movie portrayed the Meta CEO in rumpled hoodies and T-shirts, framing his attire as a rebellion against corporate norms. The follow-up, The Social Reckoning, captures a different era. Set between 2019 and 2021, the film depicts a “post-hoodie” Zuckerberg whose reserved suits and interchangeable long-sleeved shirts mirror his chilling composure during a period of intense public scrutiny.
Researching the Tech Oligarch Look
Susan Lyall, the costume designer for The Social Reckoning, worked closely with actor Jeremy Strong to reconstruct Zuckerberg’s style. Strong, known for his method acting approach, took the research process seriously. He contacted Lyall before she even reached out to him, asking for specific details about the Meta CEO’s wardrobe. The pair texted frequently during preparation, discussing everything from the color of shoelaces to the exact brand of footwear.
Strong insisted on precision. He wanted the exact Nike shoes Zuckerberg wore during that period. Lyall sourced the 2018 Nike Flyknit trainer in black anthracite from the resale platform Grailed. For the upper body, the goal was to avoid looking like the latest trend. They needed items from five or six years prior to match the film’s timeline. Strong used his connections to acquire specific pieces from Brunello Cucinelli, an Italian luxury brand known for expensive cashmere and wool.
Lyall noted that Brunello Cucinelli serves as a “safety net” for tech executives. The brand offers a tasteful, high-priced uniform that signals success without appearing gaudy. A cashmere cardigan from the brand can cost $16,500, while ribbed sweaters run around $4,600. Lyall observed that for men like Zuckerberg, paying a high price for a simple sweater provides a sense of security. It acts as an affirmation of their status and a way to avoid making frivolous decisions about their appearance.
From Anti-Fashion to Loud Flexing
Zuckerberg’s earlier stance on clothing was rooted in efficiency. In 2014, he told the New York Times that he wore grey T-shirts to make “as few decisions as possible.” He stated that he felt he was not doing his job if he spent energy on silly or frivolous matters. The Social Reckoning shows a shift away from this antifashion stance. By the late 2010s, Zuckerberg appeared to be trying to be relatable while also embracing Silicon Valley’s obsession with taste.
The film portrays a Zuckerberg who is more physically fit than in previous years. Lyall interpreted his wardrobe choices as a way to showcase his physique in clingy but expensive sweaters. This period marked a transition from quiet efficiency to a more calculated presentation. Lyall described him as “nouveau riche without being gaudy,” suggesting a new awareness of how his image projected to the public.
Since the period covered in the film, Zuckerberg’s style has shifted again. He has moved from understated luxury to what Lyall calls “loud” flexing. His recent appearances have featured ostentatious gold chains, Loewe shorts, and Alexander McQueen suits embellished with dragonflies. This change coincides with Meta’s efforts to court the fashion industry, including recruiting Kylie Jenner to market its smart glasses and attending high-profile events like the Met Gala.
Zuckerberg has also used fashion to embed personal narratives into his public image. In 2024, he began wearing a large gold pendant necklace. When asked about it, he explained that the piece was embossed with a Jewish prayer he sings to his children. This detail was intended to humanize him and highlight his role as a father. He has also claimed to buy most of his wardrobe on Instagram, engaging with users in the comments to promote brands like Mike Amiri and John Elliott.
The transformation serves a strategic purpose. It allows Zuckerberg to present a softer, more approachable side that contrasts with his appearances before Congress. It also provides a distraction from the controversies surrounding his products. However, Lyall suggested that the underlying machine may not have been deactivated. Zuckerberg told the New York Times that his company is an instantiation of his values and that he wants to be intentional about how he programs that. His vibrant new clothing may simply be a new interface for the same core identity.
Source: The Guardian
