If you thought Euphoria's fashion was already doing a lot, wait until you see what season 3 has in store. Incoming costume designer Natasha Newman-Thomas is stepping into one of TV's most scrutinized wardrobes with a clear sense of purpose: she's here to build characters, not just viral moments.
In a conversation with Vanity Fair, Newman-Thomas opened up about her philosophy for the new season, and it's refreshingly grounded for a show that's become synonymous with maximalist, trend-setting looks. Her focus is less on dressing characters to be aspirational style icons and more on using clothing as a storytelling tool - each outfit a clue into who these people actually are.
Vintage couture and real runway finds
That doesn't mean the show is pulling back on the fashion front. Newman-Thomas described digging into vintage couture pieces and sourcing actual runway Bottega Veneta for the new season - the kind of references that signal she's approaching this with a serious fashion eye, not just a Pinterest board.
What's particularly interesting is how she's thinking about characters who've been in the show from the start. She mentioned one character having a "residual trendiness" - the idea that their style still echoes where they've been, even as they move forward. It's a subtle, smart way to think about continuity, and it suggests the wardrobe will reward the kind of close attention that Euphoria fans already bring to the screen.
Building new worlds through clothes
Season 3 is also introducing new characters and storylines, and Newman-Thomas says she's been focused on building out those new worlds through clothing. For a show where fashion is practically a character in itself, that means establishing visual languages from scratch - no small task when the bar has already been set so high.
Her approach feels like a correction of sorts. The earlier seasons of Euphoria generated endless fashion discourse, which was exciting but sometimes overshadowed the actual storytelling. Newman-Thomas seems aware of that tension. The goal, as she frames it, is for the clothes to serve the narrative rather than compete with it.
Whether that ambition translates on screen remains to be seen, but the early signals are promising. Vintage couture, considered character building, and a designer who clearly wants to do more than trend-chase? That's a combination worth watching - almost as much as the show itself.
