Gareth Pugh Spring/ Summer 2010
A fashion film produced in collaboration with Ruth Hogben. It was a prequel of his Paris runway show which took inspiration from the four elements, earth, wind, fire and water.
Is this format a new way to present such conceptual creations? The collection really lends itself to this format… it sets the atmosphere and the aesthetic is celebrated through the moving image. Real time fashion shows present a certain ambience but can digital media enhance the conceptualization and perfomability of a collection?
I think it’s an interesting add-on and can’t wait to see other designers adopting such a process.