Additional Coverage:
- Kristi Noem’s notable fashion moments from ICE Barbie to Cowboy hats and a $50k Rolex (irishstar.com)
Kristi Noem’s Tenure Ends, Leaving a Trail of Memorable Outfits and Viral Moments
Kristi Noem’s time as the United States Secretary of Homeland Security has concluded, bringing renewed focus to the distinctive public image she cultivated during her controversial tenure. Following two intense days of questioning before Senate and House Judiciary Committees, President Donald Trump removed Noem from her post on Thursday. This decision came amid mounting scrutiny over immigration enforcement policies, departmental spending, and other issues raised by lawmakers.
Noem, 54, is set to be succeeded by Markwayne Mullin at the end of the month. She is expected to transition into a new role as Special Envoy for the Shield of the Americas, a Western Hemisphere security initiative slated for unveiling in Doral, Florida. In a statement shared on the social platform X, Noem expressed gratitude to the President and staunchly defended her departmental record, asserting that under her guidance, the United States achieved “the most secure border in American history.”
However, throughout her career in national politics, Noem’s public appearances frequently garnered attention for her evolving wardrobe choices and dramatic shift in personal style. Earlier in her political journey, including her time in the U.S.
House of Representatives and as Governor of South Dakota, Noem often favored more casual attire, such as flannel shirts, and sported a shorter, feathered hairstyle. Upon joining the administration, observers noted a significant transformation, characterized by longer hair extensions, designer clothing, and more elaborate styling.
One of the most widely discussed instances occurred in January 2025, when Noem participated in an Immigration and Customs Enforcement (ICE) operation in New York City, part of the administration’s deportation efforts. A video she posted online showed her wearing a law-enforcement cap and a bulletproof vest while addressing the camera. “Dirtbags like this will continue to be removed from our streets,” Noem declared.
The clip quickly went viral, with critics highlighting the stark contrast between the tactical gear and her impeccably styled hair and full makeup. This moment notably contributed to the widely adopted nickname “ICE Barbie,” which would follow her throughout the remainder of her term.
Another attention-grabbing moment took place in 2023 when Noem appeared in a promotional video designed to attract workers to South Dakota. In the advertisement, she was seen dressed as a nurse in blue scrubs, pushing a patient through hospital doors.
“Let’s get some help in here, STAT!” she exclaimed in the commercial.
Despite portraying a healthcare worker, Noem appeared in full makeup and accessorized with large pearl earrings alongside her scrubs. “We work hard, but we don’t pay any state income tax,” Noem explained in the video.
“So you get to keep more of your own money. That should get your heart racing!”
In September 2025, Noem visited the Louisiana State Penitentiary alongside former Florida attorney general Pam Bondi to promote a new detention facility. For this visit, Noem wore a blue collared shirt featuring a prominent Homeland Security logo and a trucker hat with similar markings, paired with jeans.
Earlier that year, she also participated in a firefighting drill during a visit to a U.S. Coast Guard air station in Kodiak, Alaska.
Donning full firefighting gear, including a helmet and knee pads, Noem engaged in the exercise alongside firefighters. She also shared a video from the base, showcasing herself in the cockpit of a Lockheed C-130 Hercules aircraft.
Accessories also became a consistent talking point during her time in office. During a visit to the Terrorism Confinement Center prison complex in El Salvador, Noem was seen wearing a gold Rolex Cosmograph Daytona watch, reportedly valued at approximately $50,000.
The luxury timepiece was visible alongside a white long-sleeved shirt, dark cargo-style pants, and a baseball cap bearing an ICE logo. This particular appearance drew significant online criticism, especially given the somber backdrop of the prison.
Noem continued to wear the watch regularly throughout her time in Washington, including during this week’s congressional hearings. Her wardrobe also commanded attention during more formal events, such as the 2025 Governor’s Dinner at the White House, where Noem wore a vibrant pink satin gown from designer Sachin & Babi while attending with her husband, Bryon Noem.
This week’s hearings also delved into questions beyond fashion. During the proceedings, Democratic Representative Sydney Kamlager-Dove directly questioned Noem about allegations involving political adviser Corey Lewandowski.
“At any time during your tenure as director of Department of Homeland Security, have you had sexual relations with Corey Lewandowski?” asked Kamlager-Dove.
Noem declined to answer the question directly.
The aforementioned South Dakota promotional ad also became a point of contention during the hearings after Noem testified that the president had approved the spending, a claim that Trump later publicly disputed.