Elle Pugh of Elle + Riley on NFTs, fearless women and the colour we’ll all be wearing this season

The softness of cashmere is one of the most luxurious feelings there is, and as the co-founder of cashmere essentials brand Elle + Riley, Elle Pugh knows this better than most. She and her mother and brand co-founder Yolande Ellis are renowned for their timeless, utterly chic jumpers, cardigans, dresses, separates and accessories, and Pugh takes a moment to share her other, equally tasteful, recommendations.

My personal style can be defined by: Elevated minimal essentials — leather pants, a great pair of shoes, a cashmere sweater and an oversized blazer.

My top picks for the season ahead are: We’ve revisited our chunky striped cardigan that I was obsessed with last summer, and our white cashmere button-down is coming on holiday with me all summer long. We’ve also done a relaxed boyfriend cardigan that I have a feeling I’ll be living in.

Jaime Ridge for Elle + Riley.

An unforgettable place I visited was: I lived in New York for a year — it’s such a remarkable city that will forever hold a big place in my heart.

I recently discovered: NFTs. My husband is obsessed and we’ve bought a few from a project called World of Women. The artwork is by a Parisian artist called Yam Karkai and is incredible.

The next place I’d like to go to: Italy for a belated honeymoon with my husband.

An object I would never part with is: My engagement ring.

The last thing I bought and loved was: A new armchair for our living room from Dawson & Co. It’s in a washed green velvet and is so cosy.

I am inspired by: All these amazing women out there on social media doing their thing, building businesses, building brands. It’s so hard to be confident and fearless in yourself.

My favourite cultural/style icon is: Ashley Olsen.

On my wish list is: A beautiful summer dress by Joanna Ortiz, a trench coat from The Row, an international holiday. (Dreams are free!)

From left to right: The Row Philipa Coat and Johanna Ortiz Printed Puff-Sleeve Midi Dress.

My guilty pleasure is: McDonald’s.

In my fridge you’ll always find: Wine.

The last meal out I had that truly impressed me was: Dinner at Mary’s in Havelock North.

Mary’s Havelock North.

The new piece I’m currently most inspired by is: We have a hot pink, full-length duster cardigan coming in for summer, I’m excited to add a fabulous pop of colour to my wardrobe!

A classic piece I never tire of is: Chanel ballet flats.

I can’t miss an episode of: Rewatching The Hills with Whitney Port.

If price were not an issue, the one artist whose work I would collect is: Jean-Michel Basquiat.

Boy and Dog in a Johnnypump by Jean-Michel Basquiat.

The podcast I listen to is: True Crime Conversations.

The latest music I’m loving is: Cold Heart — PNAU Remix by Elton John, Dua Lipa and PNAU.

This summer, I predict that everyone is going to be wearing: Green!

The best book I’ve read in the last year is: The Gift by Edith Eger. A remarkable woman and an incredible book that can change your outlook on life so quickly, I have gifted it to many friends and family.


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