Elle Pugh has always had an eye for style, even if she admits her early outfits were more enthusiastic than refined. Born in Auckland and now based in Los Angeles, she grew up working in fashion — first on the shop floor, then in buying and PR. Nine years ago, she and her mother, Yolande, turned their shared love of beautiful, well-made pieces into Elle & Riley, introducing New Zealand to cashmere as something to wear year-round, not just in winter. What began with a few sweaters and a bold idea has now taken the pair to Beverly Hills, where they’ve opened their first U.S. boutique.
This season, she unveils Elle & Riley’s new Loungewear Collection, anchored by Cloud Cashmere — a softer, loftier knit crafted from pure A-grade fibres that feels as close to wearing a cloud as it gets.
In conversation with Elle Pugh
Let’s get up to speed. Tell us a bit about you and your career to date.
I’ve been in love with fashion for as long as I can remember, even if my early style choices were sometimes wildly off the mark! I started working in retail before I was even legally allowed to, and followed that love into roles in buying and PR. Nine years ago, I took the leap and co-founded Elle & Riley with my mum, Yolande, to introduce New Zealanders to the world of luxury cashmere – not just as a winter staple but a year-round wardrobe essential. This year, we opened our first U.S. boutique in Beverly Hills, a career milestone I never could have imagined when we first launched with a few sweaters and a big vision.
What is your earliest memory of fashion?
Fashion was always part of the fabric of my life. My mum worked in retail and styling, and her influence was ever-present – not just in what I wore, but in how I saw the world. I never had a lightbulb moment where I “chose” fashion as it just always felt like the natural path. Even when I worked in other industries, I found myself coming back to it. It’s what I know. It’s what I love.
How would you describe your personal style, and what influences it the most?
Over the years, my style has evolved from playful and feminine to a more refined, pared-back aesthetic. These days, I invest in foundational pieces that last like beautifully cut trousers, timeless denim, and, of course, a great cashmere knit. I believe if you keep your look polished with high-quality essentials and elevate with subtle accessories, you’ll always feel confident and put together. I gravitate toward understated icons like the Olsen twins, Rosie Huntington-Whiteley, and Kendall Jenner. They are women who strike that balance between simplicity and sophistication. Our latest Loungewear Collection is honestly my dream. It’s everything I want to wear this holiday season: soft, cozy, and endlessly chic.
Who or what inspires you creatively?
Living in Los Angeles has opened my eyes to so many different expressions of style. The diversity here is incredibly energizing. But more than just aesthetics, I find myself creatively inspired by the way brands operate through clever collaborations, meaningful partnerships, immersive campaigns, or beautifully executed retail experiences. I’m always observing how brands build emotional connections, and thinking about how we can do the same, in our own refined and personal way.
What’s the best piece of advice you’ve ever received?
“You can only control what you can control.” I’m not sure if I heard it or came up with it myself, but it’s something I come back to constantly. I tend to want everything just so, so learning to surrender to what’s out of your hands, and focus your energy on how you adapt, has been a big lesson for me.
Are there any New Zealand designers you gravitate toward or that more people should know about?
Yes! My dear friend Rebe Healy designs my dream wardrobe through her label REBE. Her pieces are beautifully cut, timeless, and effortlessly wearable. They pair so naturally with our Elle & Riley cashmere, and I find myself reaching for them daily.
What do you find to be underrated right now?
Neck scarves and accessories – I’m obsessed. Especially now that it’s cooling down in LA, I don’t leave the house without a cashmere bandana or a lightweight wrap. It’s such a simple styling trick, but instantly elevates an outfit and adds a sense of polish and personality.
Quick-fire questions
The next item on my wardrobe wishlist is… Our Fine Cashmere Collection drops in a few weeks, and I’m especially excited to wear the skirt and tee set when I’m back in New Zealand for summer. It’s lightweight, elegant, and so versatile.
The book currently on my bedside table is… The Art of Spending Money by Morgan Housel. It’s not exactly bedtime reading, but insightful nonetheless!
My favourite place to dine… So hard to choose! In New Zealand, it’s a toss-up between Prego and Soul Bar. In Los Angeles, I love Funke for Italian and The Polo Lounge at The Beverly Hills Hotel for a touch of old-school glamour.
My next holiday destination… Cabo — a little sunshine before the Christmas madness begins.
My guilty pleasure TV show or movie is… Gossip Girl — I’ve watched it more times than I care to admit.
The song I currently have on repeat is… My Christmas playlist is loading… it’s almost that time.
Three beauty products I can’t live without… Tronque’s Exfoliating Serum and Body Milk (my newest obsessions), the Augustinus Bader Face Oil, and my go-to Summer Fridays Lip Balm.
