That was just over a month ago, before what is turning out to be a style-centric period for Meta. It started this week at Connect, the company’s annual new products reveal, where Zuckerberg took to the stage wearing a T-shirt with the words “Building is my love language.”
Ahead of all of that, I had come to the compound in Lake Tahoe to try to understand the role style has come to play in the Zuckerberg saga, including the very public rebrand of 2024, when he went from robotic coder in a gray hoodie to fashion-conscious bro next door. That the latest version of Zuckerberg coincides with Meta’s push into wearables, as well as with Silicon Valley’s obsession with the idea of taste and how important a role it will play in the future, may explain why he was finally willing to talk about it.
“I want to make sure that we really immerse ourselves in what people care about,” Zuckerberg told me. It turned out he had started with himself, his own preferences, and where they took him.
Zuckerberg knows that what he does reflects on Meta. “I care about that,” he said. “I think the company is an instantiation of my values.” And, he said, he wants to “be intentional about how I program that.”
Meta is fighting on many fronts at once. Though it settled a case for $17.1 billion in August that positioned social media as the Big Tobacco of the 21st century, it is still embroiled in other lawsuits. Then there is the growing backlash against what critics call its “pervert glasses” (they have been used to secretly record video and audio), which have been banned from courts in England and New York, with organizations like the ACLU alleging that they could become a tool of the surveillance state.
And on Oct. 9, “The Social Reckoning” opens as a sequel to the “The Social Network” — the film responsible for cementing Zuckerberg’s reputation as a revenge-hungry nerd — starring Jeremy Strong as an older Zuckerberg, with a Caesar haircut to crown his march toward world domination.
Despite the push into fashion, it doesn’t add up to a great look.
But whatever Zuckerberg’s or his advisers’ agenda, the more he speaks about his life and newfound interest in outfits, the more insight he provides, sometimes inadvertently, into his otherwise highly guarded psyche. How he approaches clothes is how he approaches everything.
“A few years ago, he made this point,” said Andrew Bosworth, Meta’s chief of technology. “He said, ‘I’m willing to not be liked. I just want to be understood.’” [...]
“We have an off-site in Hawaii at Mark’s ranch,” Bosworth said. “I remember getting there, and I was like, ‘Oh my goodness!’” Then his team arrived. “We’re all listening to Mark,” Bosworth said, “and on the back channel we’re all like: ‘Is this his new style? Are we commenting? Are we not commenting? How do we feel about it?’”
How Bosworth feels is, this is the authentic Zuckerberg. “He knows he’s going to be judged no matter what,” he said. So why not?
In this version of the story, Zuckerberg has been freed from the fetters of his self-imposed gray T-shirt prison. A less charitable view, however, is that his fashion glow-up has been so fortuitously timed that most people assumed it was a marketing choice created by a stylist. Rumor had it Karla Welch, who works with Tracee Ellis Ross and Sarah Paulson, was involved. This turned out to be false, though Welch sometimes works with Chan. Zuckerberg said he mostly styles himself. The multiprint Loewe shorts he wore during the Sun Valley conference? Totally his idea.
Fashion-wise, he seems to be experiencing a sort of delayed adolescence. “This is stuff we did in college, or in high school,” said the designer Mike Amiri, who helped Zuckerberg design his first high-fashion T-shirt, in 2024, with “Aut Zuck Aut Nihil” embroidered across the front, Latin for “all Zuck or all nothing.”
“You’re figuring out: ‘Am I a baggy fit guy? Am I a vintage type? Who am I?’” Amiri said. It’s just that Zuckerberg is doing it in his 40s, with unlimited resources.
by Vanessa Friedman, NY Times | Read more:
Images: Godofredo A. Vásquez/Associated Press; Brendan Mcdermid/Reuters
[ed. Pathetic and clueless. See also: Why Does The Times Care About Mark Zuckerberg’s Style? (NYT).]
