Jenna Bush Hager’s approach to fashion is as candid, unfiltered, and refreshingly human as the woman viewers watch every morning on the Today show. Despite assumptions that her polished on-air looks come from a team of stylists, Hager is quick to make one thing very clear: “This is all me.” From hurried mornings to sentimental wardrobe staples, her style philosophy is equal parts ease, instinct, and heart.

As co-anchor of Today with Hoda & Jenna and founder of the wildly successful #ReadWithJenna book club, Hager starts her days before sunrise. Between raising three young children, squeezing in an early workout, and getting to set, she admits planning outfits is hardly her priority. Most days, she throws together a look minutes before air—sometimes with just ten minutes to spare. And surprisingly, those spontaneous mornings are when she feels most herself. “The mornings when I put things together quickly and feel like myself are the mornings I feel best,” she explains.

For special occasions—press events, guest appearances, or big moments—Hager turns to her personal fashion confidante: her twin sister, Barbara Bush. She may borrow pieces from designer friends or experiment with a more curated look, but she’s the first to admit that an overly styled version of herself sometimes feels foreign. Authenticity, for her, trumps everything.

Her everyday wardrobe leans heavily on pieces that combine comfort and polish. She champions Veronica Beard blazers and jeans, loves playful suiting, and isn’t afraid to rewear favorites on TV. Renting clothing through Rent the Runway also allows her to experiment sustainably while avoiding an overwhelming closet—a relatable truth for anyone who feels the pressure of appearing in new outfits daily.

Still, some pieces are forever. Her most treasured item is her Oscar de la Renta wedding gown—still lovingly stored even though she jokes she couldn’t fit “a left knee” into it today. She recalls the designer himself walking her down the aisle during fittings, pretending to be her father, a memory that makes the dress feel almost sacred. It’s a keepsake she plans to save for her children.

Hager defines her style in three words: classic, laid-back, and bohemian. She embraces timeless silhouettes with a relaxed spirit, avoids trends that feel impractical (low-rise jeans top her list of no-thank-yous), and celebrates the current wave of “denim everywhere.”

Her fashion evolution mirrors her life journey—from flip-flops and tank tops at the University of Texas to a more polished, confident presence grounded in self-expression. Through it all, she credits her parents, former President George W. Bush and First Lady Laura Bush, for giving her and Barbara the freedom to be themselves—on the world stage and every ordinary day. No stylists, no pressure, no expectations. Just grace, trust, and individuality.

And for Hager, that freedom—to dress, express, and grow authentically—remains the true foundation of her style.