Gareth Pugh Video Fashion Paris SS2011

For now the British designer Gareth Pugh sticks with video to present his collection. Not that it’s cheaper or saves time, but it makes him show and express his collection in the way he wants it.

Every now and then a designer is experimenting with video. Those clips are great to watch, but it somehow leaves you unsatisfied. It’s the tension in the room, the music, the smell of clothes and  everything that gets together during a show that creates that special vibe. But anyway, Pugh made a wonderful 11 minutes videoclip starring Kirsten McMenamy. Filmmaker Ruth Hogben was responsible for the short movie and in an interview with the International Herald Tribune she said: “I was completely led by Gareth’s designs. I try to make a representation of every piece of fabric, every shape and sculpture. I am trying to convey Gareth’s world. I play with scale, physically some parts are quite claustrophobic. There is a lot of freedom, depth and space — a vast, endless infinity of the world.”

Nick Knight, who will present the video at www.SHOWstudio.com, is a great instignator of fashion on film. In the IHT he explained why: “Firstly, it is a true artistic expression that the designers can control,” he said. “Secondly they can get so many more people, from 300 to three million. And because — although it hasn’t happened yet — designers will want to sell their clothes.”

The collection is built around modular jackets, rubberized neoprene, stretch silk jersey and high-tech effects of geometric silicone pattern and digitally printed clothes. It is possible to order the garments directly while watching the video online.

(Pictures: Gareth Pugh Lookbook)