The recent discussion surrounding David Muir’s jacket during his wildfire coverage raises a critical point that often goes unnoticed until it becomes a distraction: on-camera wardrobe should be about functionality and focus, not vanity.

First and foremost, we want to express our appreciation for David Muir and crew for putting themselves in harm’s way to keep the public informed during such a dangerous and devastating situation. Their dedication to delivering the news, often at great personal risk, is commendable and deeply valued. This commitment to reporting from the front lines highlights the importance of minimizing distractions so that the focus remains on the critical information being conveyed.

In the case of Muir’s wildfire coverage, the decision to cinch a flame-retardant jacket may have been a practical, last-minute fix to ensure the coat fit snugly to reduce audio interference from wind. In the face of intense fires, high winds, and a chaotic environment, the team likely sought a quick solution to minimize one more distraction—like a jacket flapping in the wind.

However, these types of quick adjustments can backfire, shifting attention away from the story and onto the talent’s appearance. This incident underscores a common misconception in news production: that stylists or Talent Visual Brand Management teams are nonessential personnel. In reality, these teams are a strategic investment that protects both the network’s and talent’s credibility.

In this case, Muir’s reporting on a very serious matter was overshadowed by a jacket. Perception matters, especially in high-stakes situations, and when wardrobe becomes a viral talking point for the wrong reasons, it can erode trust and distract from critical news reporting.

Our role as Talent Visual Brand Managers is not to glamorize or focus on appearance for appearance’s sake. It’s about minimizing distractions and ensuring that talent is outfitted with the correct and situationally appropriate apparel for every scenario—including protective gear.  Whether it’s live reporting from a wildfire or hurricane, covering a press conference, or hosting a studio segment, the right wardrobe ensures the focus stays on the story being told.

A well-prepared Talent Visual Brand Management team would have ensured that Muir’s jacket was the right fit and fully functional for this environment well before anyone even knew he would need it. These teams plan for every possible scenario to eliminate the need for last-minute fixes that can pull viewers’ attention away from critical reporting.

Proper preparation isn’t about vanity—it’s about protecting credibility, maintaining focus, and ensuring the safety and professionalism of the entire broadcast team.

Our hearts, thoughts, and prayers are with all of those affected by these fires. To donate to the Red Cross, click here: