Get ready for a new style evolution from Mark Zuckerberg, featuring silk shirts unbuttoned to the navel, eye-catching necklaces, and oversized T-shirts—all part of his effort to present a more approachable image.
For more than two decades, Zuckerberg was synonymous with a gray MacBook T-shirt and equally dull-colored hoodies. However, he has recently swapped his iconic look for something far more vibrant. His wardrobe now includes colorful embroidered floral shirts, boxy black tees with Latin phrases, striking chain necklaces, and a shearling coat that could easily belong in a Western drama like Yellowstone. He has even transitioned from his closely cropped Caesar haircut to looser curls.
This week, he solidified his transformation by posting a series of photos from a 1970s-themed party on Instagram, where he donned a black silk shirt unbuttoned to the mid-chest and a glittery embellished jacket. The responses have been notable: One commenter remarked, “The timeline changed when Zuck stopped wearing that gray T-shirt every day,” while another pointed out that “Zuck’s glow up needs to be studied in universities.” Some fans have even dubbed it “the Zuckanissance.”
Ash Jones, the founder of Great Influence, a personal branding agency for entrepreneurs and CEOs, views this shift as a strategic move. Following Zuckerberg’s testimony to the US Senate in 2018 amid the Cambridge Analytica controversy, he was often perceived as robotic and even alien-like. “His advisers recognized the need to change that perception,” Jones notes. “They aimed to make him more approachable and humanize him.” With Facebook’s rebranding to Meta in 2021, Zuckerberg 2.0 has come into fruition.
“A lot of rebranding typically focuses on what someone says,” Jones explains. “But with Zuckerberg, it’s primarily about a visual shift. He’s still discussing the same topics, but now he’s doing so in a more appealing outfit.”
He isn’t the only tech executive embracing a style overhaul. While Jeff Bezos has adopted a more rugged, action-oriented aesthetic and Elon Musk oscillates between heroics in aviator jackets and populist flair in MAGA caps, Zuckerberg is striving for a more relatable image. This new look mirrors an avatar he introduced in 2023, which featured digital outfits from high-fashion brands like Balenciaga and Prada.
“Zuckerberg’s latest look represents a softer, more personalized style,” says Kimberly Gant, a personal stylist for Silicon Valley executives. “The key messages here are approachability, connection, and a hint of youthfulness.”
His collection of slogan T-shirts, created in collaboration with Los Angeles designer Mike Amiri, carries self-referential messages that resonate with insiders. For instance, “Aut Zuck aut nihil” translates to “either a Caesar or nothing,” while “Pathei Mathos” means “learning through suffering”—a favorite mantra of the Zuckerberg family. The Latin phrase “Carthago delenda est,” which means “Carthage must be destroyed,” is a sentiment he has used in staff meetings.
“CEOs no longer want to be defined solely by their professional titles,” reveals stylist Victoria Hitchcock, who advises tech giants from Apple to Visa on their wardrobe choices. “Many executives are eager to showcase their hobbies and personal lifestyles through their fashion.”
Could Zuckerberg’s style revolution spark a change in startup culture? Hitchcock suggests that there’s already a rise in demand for oversized glasses, velvet sport coats, and silk cashmere polos. Even white sneakers are being replaced with metallic versions from Wales Bonner or suede boots.
Jones compares this trend to the influence of Gen Z and street style. “It’s akin to how kids emulate Travis Scott’s fashion. Startup founders are watching what the leading figure is doing. Zuckerberg has embedded himself into the cultural fabric. Because of this, other founders will feel compelled to adopt a cooler image as well. It’s guaranteed to create a ripple effect across the industry.”
