California Couture. A collection created in America, reflecting America. Shot in Los Angeles on January 19, 2021, the last day of the Trump presidency. 

The Puritan and Pilgrims, traveling to America in the 17th century, viewed the United States as a “Redeemer Nation” — a belief in the country’s divinely ordained redemptive role in the world. It is a narrative being profoundly questioned today, inseparable from the enduring inequalities and ongoing threat of violence framed as patriotism.  

Responding to the history of the United States — imagined and real — Sterling Ruby explores the intersection of fashion, art, craft and culture for this first haute couture collection created at the invitation of the Fédération de la Haute Couture et de la Mode, Paris. Silhouettes, shapes, garment archetypes reference American heritage: Puritan collars, styles of dress inextricable from colonialism, neocolonialism, and religious persecution. These contrast with the uniforms of modern America: references to skate wear, workwear, business wear. 

creative direction and editing by Ruby