Just as Barack Obama and John McCain are blazing up the campaign trail like never before, the women at their sides — two individual and powerful forces — are battling it out for top honours. At the frontline of battle? Fashion of course.

Both these women will not bend to convention, and aren't fazed by their predecessors' fashion protocol either.

For these two potential first ladies, too low-cut, too expensive, and too bright, is just what their campaign calls for, and makes women like Hillary Clinton look like aged oil paintings in comparison.

No stuffy attire for Michelle Obama and Cindy McCain. No, no... they are making their mark in bold patriotic colours and in Michelle Obama's case — strong and versatile prints.

Suits versus sheaths

Michelle Obama (44) who's overcome her South-side upbringing to earn $300 000 a year (R2 331 000) as a glamorous lawyer, is no fashion fool. Michelle has been toted the new Jackie Kennedy, her style being more along the classic but comfortable lines.

The constant comparison to Jackie's style is based on her sheath dresses (short and sexy, the sheath dress is a favourite for showing off a great figure), thick pearl necklaces, and cardigan sweaters.

Her wardrobe is a mix of off-the-rack and designer labels, with Maria Pinto being one of her favourites.

The purple dress which she wore from Maria Pinto for Barack's nomination was an instant hit and retailed for about $900 (R6930). On the other end, the black-and-white leaf-print tank dress Michelle wore on 'The View' was from White House-Black Market, and only cost $148. Notably, it sold out in stores around the country afterwards.

Vanity Fair has put Michelle on its International Best Dressed List. However, both women have been featured in Vogue magazine — though they have decidedly different dress codes.

Cindy McCain (53) prefers some of the more expensive high-end designers — with almost an 'Upper East Side' feel — her usual outfits are confined to professional suits in prominent colours. Cindy favours the high-end brand St John's which is synonymous with professional women — the Wall-Street type of course.

Most would compare Cindy's sense of dress to Nancy Reagan's style — she loved to dabble in French couture.

Who's going to win the vote?

Question is, in times of economic hardship, will Cindy's attire attract distain or respect? Michelle certainly has positioned herself cleverly — not too high-end, not too low-end.

The second question is: Is McCain too uptight, or is her style fitting of her representation? Probably both. But then again, she has been spotted in red leather and skinny jeans...

The question on everyone's lips in the lead up to yesterday's Democratic National Convention was: "What's Michelle going to wear?" Apparently this is a strategic factor in the presidential campaign and is kept top secret even from those closest to Barack.

No doubt both these women are smart, fit and accomplished, but when it comes to the fashion vote, mass is what counts, which is why if Michelle's selling dresses, McCain's got a problem...