With ‘The First Rule’, Deus Ex Machina bends the rules of womenswear

In partnership with Deus Ex Machina

It’s no secret that, throughout history, some of the world’s best-dressed women have borrowed their style from the boys. From oversized suiting to perfectly worn-in denim, with each passing season, the line between men’s and women’s pieces gets, much to our delight, more and more blurred.

It’s a fact no one knows better than Deus Ex Machina. The label, established by Dare Jennings (Mambo founder) and Carby Tuckwell back in 2005, exists at the intersection of style and utility, with an offering fit for the most creative and adventurous among us. But if you thought the brand dealt exclusively in menswear, think again. Deux Ex Machina is on the precipice of a new chapter – one that reinvigorates its womenswear category, through the launch of a new collection: The First Rule.

Exactly as the name suggests, The First Rule takes inspiration from the cult 90s classic Fight Club — in particular, the juxtaposition of femininity against the backdrop of an intensely masculine narrative. This ethos is reflected at every juncture of the collection, from oversized, utilitarian silhouettes to more form-fitting pieces that balance strength with subtle femininity. It’s a study in contrast, where the traditional boundaries between masculine and feminine are blurred.

Brenda Briand, Head of Womenswear at Deus Ex Machina, explains, “When designing this collection, I wanted to infuse a real sense of adventure and authenticity. It’s about more than just clothes — it’s about the Deus Ex Machina woman being embraced by the lifestyle that connects us all to the brand’s DNA. She is strong and independent — she isn’t conventional, and she’s drawn to the same cultural pillars that have engaged our men’s customer for the last 20 years.”

The First Rule collection is a statement on more than just fashion; it’s a narrative, woven with a deep cultural connection to the brand’s origins. There’s also considerable nods to Fight Club across the cohesive 37-piece range, from reversible styles that echo the split personality of the film’s protagonist, while also upping the wearable ante, to splashes of rich cherry red across key styles like the Devon Jacket and the Chloe Skirt – an homage to Tyler’s on-screen wardrobe.

At its core, The First Rule signals a new vision for Deus Ex Machina’s women’s wear, while also remaining steadfastly connected to the brand’s legacy. This is more than a collection; it’s a reimagining of what it means to be a Deus woman. And as Deus has always done, it’s about telling a story — a story that finds its roots in the brand’s own DNA, built over the last 20 years.

Discover the First Rule collection online and in store, now.