Cult fashion: Pugh brings feminist tribe to Paris

Pugh’s collection mirrors the warrior shapes worn by the Asgarda and references their cut-off sleeves, flared hemlines and monochrome colour palette. They also wear traditional Carpathian white cotton, not shown here. The opening pieces in Pugh’s show were decorated with tree branches in a nod to the mountain forests where the community lives.

This is not the first time Pugh has conjured a cult aesthetic. The designer built his brand on goth-luxe looks and fetishistic costume pieces. But it is the feminist angle that interests LS:N Global. Fifty years after the publication of Betty Friedan’s seminal text The Feminine Mystique and as popular feminist voices such as Caitlin Moran gain mainstream credence, we are seeing a resurgent interest in women’s rights and gender equality. 

Look out for our Womenomics report and related stories on emerging female mindsets – hinted at here by Pugh’s reincarnation of the Asgarda. Pugh is not the only pro-feminist luxury brand. For another example, read our report on Gucci’s new women’s rights campaign.