The Myth of the Hollywood Cowboy
Up on the fourth floor of the Centre Pompidou, the sun is setting in auburn and red and gold, and the powerlines extend with clothes hanging on them. Though reminiscent of a film set, this installation is for the presentation of Pull&Bear x Pleasures collaboration that was inspired by Los Angeles and its “clash between urban and rural culture.” With its studded leather jackets, flannels, and bolo ties, this capsule collection provides the wardrobe for the modern cowboy.
The press release mentions the “myth of the Hollywood cowboy.” How did you reinterpret that symbol for today’s generation?
PLEASURES: The concept of “Free to Roam” is heavy with today’s generation. They are self-supportive and unapologetic. Real cowboy attitude.
Western iconography has always carried undertones of masculinity, independence, and performance, sometimes also in a toxic way. What cues did you take from Western iconography?
P: “I finally got my head together but my body is falling apart” appears throughout the collection signifying the endurance needed in the rat race of life. Everyone is trying to maintain in an uncertain, upside-down world.
In what ways does this collection challenge the cinematic fantasy of the West and instead present a more fragmented, postmodern version of Americana?
P: To me, this collection really resembles postmodern streetwear. We are annoyed and fed up.
Would you say the tension between “freedom”and “façade” in LA culture parallels the tension between “myth” and “materiality”in the designs?
P: LA is a city that welcomes tension and bands people together in times of strife and uncertainty. I am proud we started PLEASURES in such a beautiful city. But the irony is that, even with so much freedom, everyone ends up looking the same. I hope people can put their own energy into how they style the collection.
How do you view Los Angeles not just as a location, but as an aesthetic?
P: There aren’t too many places on earth where you can experience the desert, mountains, snow, beach, ocean, and everything in between. The rugged terrain mixed with the raw emotions of an urban cityscape makes it feel like its own country.
The Western hero once embodied self-sufficiency—now, that figure feels ironic or hollow. Do you think this collection comments on that cultural shift?
P: The next evolution of the hero laughs at the irony and keeps it moving. The collection acknowledges the fragmented past while recreating a new world with confidence. The next wave moves to the beat of their own drum, heart, and beat and energy of their community—the people who ride ahead or behind them, but more importantly, alongside them.
How do you see this capsule contributing to the broader conversation about how American mythologies are rewritten by younger, global audiences?
P: Every story is meant to be reinterpreted and completely destroyed. The system is clearly broken and it will take everyone doing their part to reimagine a new future. It’s time to make a difference in your everyday life and act on what you feel is right.
