New York’s June Democratic primary for a Manhattan House seat has attracted a crowded field, and Jack Schlossberg—John F. Kennedy’s grandson—has pushed a message that pairs family-linked name recognition with what he describes as his own experience and political ideas. Schlossberg has also benefited from mainstream attention tied to a hit TV series about his family, which campaign events and social media chatter have helped keep in circulation.
Schlossberg, whose full name is John Bouvier Kennedy Schlossberg, launched his campaign in New York City late last year and quickly drew outsized attention as a Kennedy scion. He has already been a social media star, in part for persistent attacks on his cousin, Robert F. Kennedy Jr., and for repeatedly presenting himself as a Kennedy heir in a way he says resonates with voters who are watching closely.
The campaign’s latest advantage, he argues, comes from “Love Story: John F. Kennedy Jr. & Carolyn Bessette,” the TV drama that renewed interest in the Kennedy family, especially among younger viewers. Despite the buzz, Schlossberg said he rejects the idea that the public likes him primarily because of his last name. “They don’t just like me because I’m a Kennedy. Ask them how they feel about RFK Jr.,” he said. “They like me because of my experience, my ideas and they trust me because they see what’s going on with their very own eyes.”
Critics, however, have focused on Schlossberg’s resume, particularly the fact that he has not held public office. The criticism has been part of the storyline around his candidacy, even as he tries to frame the lack of elected experience as an asset—casting himself as an energetic outsider with an online following that can excite young voters and bring “fresh ideas to Washington.” He has also pointed to past work that includes a stint at the State Department’s environmental bureau, a joint law and business degree from Harvard, and political opinion pieces he wrote for Vogue.
Schlossberg’s campaign has also leaned into the lifestyle and visuals that viewers associate with the Kennedy mystique. Spots where he says his aunt and uncle dined and hung out have drawn people to the show, and in Washington Square Park, crowds have gathered for a JFK Jr. look-alike contest in which young men dressed in suits, backward hats or rollerblades to mimic the style associated with the family. Schlossberg has also recreated a version of JFK Jr.’s look, including a photo on his campaign website showing him riding a bike in suit and tie and wearing a backward cap and a heavy chain bicycle lock that was posted before the show debuted.
Even so, not all Democrats who track the district are convinced that the Kennedy branding and the “Love Story” spotlight will convert into votes. George Arzt, a longtime Democratic political consultant in the city, said he doubts the appeal will translate into support for Schlossberg in a contest where voters weigh competing claims about readiness and experience. “I don’t think that gets you votes,” Arzt said. “People will say ‘Who’s Schlossberg?’ And they’ll go ‘He’s the grandson of JFK.’ So? What’s that going to do for me?”
In addition to arguing that voters respond to his policy agenda, Schlossberg has said the attention can be separated from the family myth. He has pointed to one issue-specific proposal: if passed, a plan that would allow rent payments to be tax deductible. He has also defended his public-facing influence, saying he is not merely an online personality selling products. “I’m the only one who has engaged millions of people on a progressive and aggressive political message,” Schlossberg said. “I’m not just an influencer who’s hawking products. I make informative videos.”
The field’s other candidates are also seeking to make the case that experience matters in a district with voters known for being attentive to politics. With Nadler retiring, the seat’s Democratic primary typically becomes the deciding contest in the safely Democratic district, and the current representative’s endorsement has landed with former aide Micah Lasher, a state Assemblymember who casts himself as a seasoned and serious option. Lasher told voters they are informed and do their homework before deciding.
Lasher is one of multiple opponents. State Assemblymember Alex Bores is also running and has racked up local endorsements, including support from former U.S. Rep. Carolyn Maloney, who previously represented parts of the district before it was redrawn and she lost her seat to Nadler. George Conway, a lawyer who helped create the anti-Trump Lincoln Project and who was once married to former Trump adviser Kellyanne Conway, also entered the race earlier this year as a Democrat.
Conway said he believes Schlossberg has an advantage because of the family name and the excitement around “Love Story,” but he argued that voters will ultimately choose someone with more experience. “There’s something very appealing about a young, fresh face and I think he’s very smart to play that up,” Conway said. “But I also think there’s something to be said for an older, experienced fresh face and that’s what I’m trying to be.”