Black punk style gets a refreshing new twist as a stylist brings Pure Hell back to life

Stylist Viva the Visionary has outdone herself by leading the charge to shine a light on the creators of black punk style, the band Pure Hell.

“It’s time to embrace your individuality” are the words you see when you land on Viva The Visionary’s website. She envisions a world where healing and individual creativity are at the center of fashion.

The 26-year-old Brooklyn-based stylist and fashion designer combines self-healing through fashion as a core value of their work.

Viva The Visionary defines herself as a fashion shaman. By his own definition, this is a person with the ability to activate the healing properties of clothing to help others.

Ultimately, she draws inspiration from other dimensions to promote self-healing and individuality. At a time when things seem unpredictable, Viva uses her skills to promote a way of life where healing is always at the center.

Kulture Hub: Tell me how you got into styling and fashion?

Long live the visionary: My parents first exposed me to personal style. They have always embraced individuality and taken pride in your appearance. I give my mom all the credit for training my eye and not being afraid to take risks.

Fashion for me is a lifestyle.

– Long live the visionary

I didn’t grow up falling in love with brands. I grew up falling in love with the material of clothes and loving the process of putting together outfits. My mission with fashion is beyond me.

The goal is to promote individuality and self-healing through clothing. I know that being in the fashion world is my calling. It comes so naturally to me. Style will always be integrated naturally into what I do. But my goal is not to be a stylist forever. My next step is design. I intend to be one of the greatest fashion designers, if not the greatest, to ever do so.

KH: What are the received ideas about the style?

Long live: I really feel like the stylists don’t get the credit we deserve. Kudos to all the amazing stylists doing this fucking thing!!

I would say the biggest misconception is that what we do is just quick and easy. Of course, the styling part is easy. But a lot of people think I just straighten the clothes and put them back on.

For editorial work, there is a lot to do. During pre-production as a stylist, you have to do significant research and planning; consultations, create a selection list of designers, mood boards, style boards to contact designers.

Then, in the actual production, getting the clothes ready, staying on set, etc. In post-production, I will then do depot tours. Finally, I then review the shots with a photographer so that we then send them to publications.

In my eyes, stylists are fashion detectives…

– Long live the visionary

Fashion designers are known for their signature looks or for bringing creative imagery into clothes. Viva merges healing and fashion as a way to bring the person and their true essence into their clothes.

Recently, Viva The Visionary infused the style of a 70s Black Punk Rock band into one of their latest visions. Pure Hell was a well-known West Philadelphia punk rock band of the 70s.

According to Digital dazed, “Pure Hell was completely entrenched in the New York underground scene, living and performing alongside the legends of American punk.”

Black punk band Pure Hell perform “Noise Addiction”

KH: When were you first exposed to Pure Hell?

Long live: Winter 2020. While researching the 1970s (something I always do because I’m obsessed with that era), I came across the name Pure Hell.

I don’t remember which rabbit hole I went to specifically. When I typed in “pure hell” I was surprised that there wasn’t as much information about the band as there should be. But this lack of information made me more curious.

black punk style
Deshawn (@thatfineassbrotha): Top – Monzlapur (ig @monzlapur.ny), Harness – LLESSUR (@llessurnyc), Pants – Babi the Red (

KH: How did you come up with a concept of Pure Hell black punk style? What made you want to pay homage to Pure Hell?

Long live: I remember reading an article by Dazed I believe in 2010 and it pointed out how this punk rock band was the pioneer of punk music.

Also, when people think of “punk style”, they don’t think of black artists at all, which is crazy because we were (again) the model when it came to punk/heavy metal.

The part that stuck with me is that they were forgotten for years. Also how they were so ahead of their time when it came to styling. They experimented with androgyny and were completely original.

Reading that they were original and forgotten really resonated with me as an artist. That being said, I was wondering how can we give ‘Pure Hell’ the flowers they so rightly deserve.

pure tribute to hell
From left to right | Eustace (@eustacejbanks): Vest – Babi the Red, Pants – Monzlapur | Jason (@bloombyproof): Top – Monzlapur | Eli (@visionsbyeli) Top – Zara, Jumpsuit – Babi le Rouge

I wrote the concept down in my journal and sat on it until it all came together naturally. When Ruckus (photographer for the shoot) heard about the concept he was in and together we built an amazing team! The team was a dream. As if we had really done that!

Thanks also to my very good friend Kai! She was the main MUA for this shoot. And wow, she really killed him. We are so thankful for how it all came out. This day was truly magical!

pure hell MUA
UAM Kaiyla Frankin apply the following look

Pure Hell contributed greatly to the punk rock scene. The black punk band shaped how punk would be seen and heard today. As a black band in the 70s, they had an impact on how people viewed punk rock.

KH: Pure Hell is a pioneering black punk rock band, do you have any thoughts on the impacts of this band on black artists/creatives in the punk rock scene?

Long live: Yes the impact was great but unfortunately not known to the masses. At that time, black artists were only supposed to create “dance” or “Motown music”.

This is why Pure Hell was never signed. They didn’t budge when it came to what was true for them. Instead, Pure Hell’s influence at the time only trickled down to other punk rock bands of the time that were white.

black punk style
From left to right | Deshawn (@thatfineassbrotha): Jacket – Jiljah, Chain Top – Sultry Affair Style (@sultryaffairstyle), Gloves – Armani Stock Exchange | Eustace (@eustacejbanks): Chain Top – Sultry Affair Style (@sultryaffairstyle), Pants – Ralph Lauren

Unless you are deep into the punk scene, you wouldn’t know anything about Pure Hell, especially because of the lack of information. When asking about this band, I met a lot of people who had no idea that a black punk band existed in the 70s.

KH: How did Pure Hell influence your own fashion sense?

Live: It’s funny Pure Hell and I have a lot of similar ones, fashion wise. Be original and do what you feel rather than what people expect. After filming, I was inspired to be even more experimental and think outside the box even more.

Viva the visionary brought the essence of Pure Hell into her work. A work rooted in self-expression and healing. Drawing on punk rock style, dark energy and innovation, she brought her creative vision to life in 2021.

“Dressing well for yourself is a form of self-care that promotes self-healing. To me, fashion is more than meets the eye… Every day I decorate my shell and show the universe my gratitude for giving me this vessel to live in my truth and inspire others to be themselves. same.

– Long live the visionary

pure infernal rock band
From left to right | Jason (@bloombyproof): Top – Babi the Red (, Skirt – Tripp (@trippnyc) | Eustace (@eustacejbanks): Top – HappyXLoco (@happyxloco), Pants – I AM GIA (@iamgia), Earrings – Babi the Red ( | Deshawn (@thatfineassbrotha): Top – LLESSUR (@@llessurnyc), Pants – SAI by sai (@saibysai_) | Eli (@visionsbyeli): Jacket – Armani Exchange, Tie: Sean John

KH: How do you want your work to be remembered?

Live: Also original, impactful, inspiring… Although we always say that everything has already been done in fashion, I refuse to believe it. I’m just praying for my flowers. Sometimes originality goes over people’s heads or is mocked (like Pure Hell) but that’s the risk I’m willing to take.

“I was born an original and will die as an original never as a copy!”

– Long live the visionary


Diana J. Carleton