Florence Pugh walked the red carpet at the New York premiere of Netflix's "East of Eden" in a custom gown by British designer Harris Reed, turning out a look that leaned on one of the fall season's most divisive colors — and tied directly to the period drama she headlines.
The premiere marks a major promotional stop for the Netflix adaptation of John Steinbeck's 1952 novel, which the streamer has positioned as a prestige title. Pugh stars in the project, and her red carpet wardrobe has been built around the film's historical setting rather than treated as a separate fashion exercise.
The gown was custom-made by Reed, the young American-British designer known for fluid, theatrical silhouettes and gender-nonconforming tailoring. Reed has dressed Pugh before, and the collaboration places her in a lineage of stars who use premieres to showcase emerging designers rather than established European houses.
Pugh's longtime glam team carried the same color story through hair and makeup. Makeup artist Alex Babsky handled her beauty look for the evening, continuing a partnership that has shaped her public image across multiple press tours.
The actor has become one of the most-watched figures in Hollywood fashion since her breakout in 2019's "Midsommar" and her Academy Award-nominated turn in 2019's "Little Women." Her red carpet choices regularly generate more coverage than the films they promote, a dynamic that benefits streaming platforms competing for attention during crowded release windows.
"East of Eden" is among Netflix's bigger literary adaptations this cycle. Steinbeck's novel, published 73 years ago, follows the Trask family across California's Salinas Valley and has been adapted for film and television before, most famously in Elia Kazan's 1955 version starring James Dean.
Premieres in New York carry particular weight for awards positioning. A strong showing at a Manhattan debut can shape early trade coverage ahead of guild and critics' group voting, which begins in the fall.
Pugh has not commented publicly on the gown. Netflix has not announced a release date for the series.
