Images via Style.com
Yesterday I was expecting a runway show for Gareth Pugh. So you can figure how shocked (and delighted) I was when he presented his collection in a fashion film, in collaboration with director Ruth Hogben and ShowStudio. If you’ve read this blog before you know I’m a big sucker for fashion films. But, how good was that Mr. Pugh showed his collection in this way? There are many pros and cons of using new media to replace the catwalk (if you want to read more about this go here to read Suzy Menkes article in the NYTimes). Truth is, fashion film is a creative and fresh way to show a designer’s work in a closer reality to what they want to express with the garments, than what sometimes it’s interpreted by critics. The influence of the collection can be merged in this audiovisual aid and have a greater emotional impact in people. In the other side, fashion shows are a mayor part of the fashion industry, only from the business point of view it’s too much money to just stop doing it.
What Gareth Pugh wanted to achieve with this film was to fully express the essence of his collection, going from futuristic to surreal with Kristen McMenamy representing a goddess of abstraction. About the collection, it was clean, minimalistic and futuristic all at the same time; the drama factor was lead by the volume and fabrics used. I have to admit I’m not a big fan of futuristic silhouettes, but this time I completely enjoyed the way the collection was presented, so much, I can see myself in each and every one of the pieces.