Gareth Pugh is one of the reasons I love fashion and the arts; he mixes performance, beautiful imagery and skillful design to create an iconic reputation, and 2011 is no different. I have always loved the intensity and darkness that comes with Pugh's collections, and while his creations are usually not meant to be worn (they are works of art in themselves), the inspiration they bring to the fashion and art world is incredible.
This video is Pugh's offering to Pitti Uomo 2011 and is directed by Ruth Hogben, a filmmaker and Director of Fashion Film at Nick Knight's SHOWstudio in London. It is through this explosively creative collaboration that Hogben and Pugh have pretty much thrown out the rulebook on how collections are presented to the industry, and to the world. While I am usually a traditionalist at heart (I still love CDs and looking at old vinyls and 3D cinema is usually a no go), when a film as wonderful as this pops up I can't help but think that this is a natural progression.
Of course, normal catwalk shows will always have their place - think of the great showmanship of Viktor & Rolf and the late Alexander McQueen - but in the right context and with the right designer, these videos can transport you to another world, right inside the mind of the designer. Check out the video above, it will not disappoint!
Video courtesy of SHOWstudio