Ernest W. Baker brings Portuguese design to Hollywood in Euphoria

Portuguese label Ernest W. Baker, founded by Reid Baker and Inês Amorim, has created dozens of looks for the series, strengthening the presence of Portuguese design in Hollywood.

The third season of Euphoria has arrived with new characters, a time jump and a more mature aesthetic. Within this evolving world, one detail stands out on screen: the contribution of Portuguese brand Ernest W. Baker, which is behind several outfits shaping the narrative’s visual rhythm.

Ernest W. Baker outfits in Euphoria

Founded by Reid Baker and Inês Amorim, the label dresses one of the season’s most unexpected figures: Alamo Brown, played by Adewale Akinnuoye-Agbaje. The villain appears in a western-inspired wardrobe featuring cowboy boots, rodeo shirts and satin-finished suits, designed to suit the series’ visual language.

The brand also created looks for Maddy, Alexa Demie’s character, who remains one of Euphoria’s strongest style references. One of the most talked-about scenes places her by a swimming pool in an extravagant fur coat, creating a more sophisticated look in keeping with the Hollywood universe.

Portugal Fashion also highlighted the visibility on social media, drawing attention to the appearance of the project-supported brand in the acclaimed series.

Fashion and storytelling

Its collaboration with stylist Natasha Newman-Thomas, who took charge of costumes this season, was once again crucial. Speaking to GQ, she explained that bringing in contemporary brands was essential to building the story’s different worlds.

In total, Ernest W. Baker produced around two dozen looks, spread across several episodes and characters. These included garments worn by Dylan Reid, played by Homer Gere, in the opening episode.

From casting to the Euphoria set

The process began during casting, with limited information available and strict confidentiality agreements in place. Filmed on 35 mm, the production required repeated tests to ensure that fabrics and textures delivered the aesthetic sought by Sam Levinson.

Once the outfits had been approved, scale became the next challenge. The team had to make several copies of each look within just a few days to meet the demands of an intensive shoot.

For the designers, entering the television world is not unfamiliar territory. Their collections are often shaped by cinematic inspiration and character building. “Fashion is a narrative language,” Reid Baker told GQ.

In Euphoria, that idea reaches a global audience, placing Portuguese design at the heart of a story in which every detail helps reveal who these characters are and where they are heading.