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Florence Pugh Makes Yelena’s ‘Eccentric’ Style


  • “Hawkeye” costume designer spoke to Insider about designing Yelena’s “eccentric” outfits.
  • Florence Pugh, who plays Yelena, has been receiving praise for her outfits in the new Disney+ series.
  • Michael Crow said the “over the top” style works because Pugh “makes them cool.”

“Hawkeye” costume designer told Insider that Yelena’s “eccentric” style works because Florence Pugh “makes them cool.”

Pugh reprised her role as the assassin Yelena Belova in the recent Disney+ series following her appearance in “Black Widow” earlier this year. Amongst the praise for Pugh’s performance, fans also pointed out how much they loved her costumes throughout the series.

In an interview with Insider, “Hawkeye” costume designer Michael Crow talked about the inspiration behind Yelena’s unique fashion sense. Crow explained that the style initially came from the post-credit scene for “Black Widow.”

“I talked to the costume designer that had established that and had worked with Florence to find that outfit. And all of that was one-offs, rentals and vintage and we didn’t have that luxury because we needed photo doubles and we needed stunt doubles. I will say it was a struggle to find those individual pieces.”

Crow added that Pugh was helpful for finding the final outfit and making it work on-screen.

“I had an email exchange with [Pugh] a week before and just showed her some ideas and she pointed out the things that she liked,” Crow said. “She walked in. She tried on, I think, two outfits for the two outfits she needed and she said, ‘We’re done.'”  

Crow continued: “It’s just about finding the right pieces and, and creating this character that Florence was very keen on Yelena [having] her own sense of style. The funny thing is, in our mind, it’s not necessarily good style. It’s a little over the top. It’s a little eccentric and the way it comes across is she just owns it. And I think that Yelena and Florence really living and owning the costumes makes them cool.” 

One particular outfit of Pugh that has been praised is the one she wears during the mac and cheese scene in episode five with Hailee Steinfeld (who plays Kate Bishop).

Yelena Belova eating macaroni from a pot in "Hawkeye."

Yelena’s “weird” coat and with the finger gun pins.

Marvel Studios/Disney+


Crow told Insider that the coat that is used was one of the last two in the world.

“The coat she wears in the scene with Kate in the loft, we were both in love with because it was so weird. I found two of them online and there were the last two in the world so it was just meant to be.”

The pins on the coat also had nods to “Black Widow” including a spider pin to represent the black widow spider.

Crow continued: “It was another carryover from her costume from the end of ‘Black Widow’ that she had lots of enamel pins. One of them is sort of a finger gun, which was the name of a production company for Hawkeye. That’s also something that Florence really liked because it’s something that Yelena does in ‘Black Widow’ a couple of times. She thought it was a cool reference to Yelena and I thought it was a fun nod to our production company.”

The full season of “Hawkeye” is available on Disney+.




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