Gareth Pugh chooses film over runway for his S/S ’18 collection

by Apparel Resources News-Desk

11-September-2017  |  2 mins read

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British fashion designer Gareth Pugh has joined the rank of a series of designers bidding goodbye to traditional runway presentations for the Spring/Summer 2018 collections.

Ever the rebel, Gareth has decided to trade a standard catwalk presentation for a film preview created in collaboration with Nick Knight’s ShowStudio during the London Fashion Week calendar.

The fashion designer will be presenting his Spring/Summer 2018 collection through a fashion film project at one of Europe’s largest theatre screens, the BFI IMAX theatre in Central London.

Pugh has dabbled with film projects before this as well but he calls the latest endeavour his most determined project till date.

“This is about choosing to present the work in a way that hijacks the mind, where images are expanded to enveloping proportions and connect directly with the depth of feeling behind my work,” avers the designer, known for his eccentric club wear aesthetics.

He adds that the idea of this film is to fuse modern technology and new presentation formats to create an instinctual experience, something that goes beyond a basic model parade to truly communicate the whole inkling behind his designs.

Pugh is not the only one rethinking over the catwalk this season as Osman Yousefzada, another English designer, has also announced an even intimate style presentation. Yousefzada will host a dinner, integrated with a theatre performance for a small guest list to keep things fresh.

Vetements designer, Demna Gvasaglia also made an announcement earlier this year that he is quitting the fashion show system and presented his collection in June as a photo exhibition in their Paris showroom with a young band from Vienna.

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