>> I hate reposting things in a sort of "Check this out" tumblr/twitter fashion on the blog, however I simply had to urge everyone to see Ruth Hogben's brilliant film that she created for Gareth Pugh's collection.  Yes, fashion on film, fashion film presentations instead of catwalk shows – not new at all but I think this is one of the most successful attempts at using this presentation format to date.  I know after the presentation I personally was stunned, so much so that when someone asked me what I thought of it, I think uttered something sort of unintelligible to the human ear, "Umm…hmmm… " deep breath* and *sigh*.  Profound conclusion, no?

That you can't actually see the clothes PROPERLY was precisely the point it seems in a film where movement, morphing and shape was the most paramount point… I'm looking forward to seeing the clothes in person of course but with the clothes will always now automatically come the film reel playing in my head, meaning that the spirit of the clothes and how they should be worn will always be memorable. 

Oh and I'm sure this pic has been and will be surfacing on all the streetstyle sites as 'face' of Gareth Pugh's A/W 09 collection Natasha Vojnoviv was seen outside the presentatio literally flying the Gareth Pugh flag with pride… this one is captured by Phil and his spanking new tres cher camera that I'm really scared to break seeing as we're sharing an apartment and space is limited….


Comments (33)

  1. John says:

    I think it strikes the right balance between being interesting to watch and still advertising the product. It manages not to stray into the realms of http://www.youtube.com/watch?v=KAXbUP3cukk
    Which is all too easy for something like this. There is one funny bit where it looks like the model is squatting down to have a pee though…

  2. Sabina says:

    I saw this video yesterday and was totally amazed by it! Gareth is my God!

  3. Vicki says:

    A fantastic, genuine piece of branding. Communicates a vision and makes it accessible. And really well done too.
    Thanks for sharing it!

  4. Charlie says:

    That video is amazing! I love your blog entries, you always show me so much! Great stuff xox

  5. mau says:

    Awesome. They look like superheroes.

  6. jen says:

    oh i love that dress and i’m normally not a fan of gareth pughs work. maybe i’m too normal

  7. Brigadeiro says:

    Wow, that is amazing! Like an incredibly-well made version of Mugatu’s video for Zoolander…I mean that in a good way, hehe 🙂

  8. Shoe Luvr says:

    I can see why you were at a loss for words. Very stunning imagery that will make a lasting mental impression! Thanks for sharing!

  9. fhen says:

    that is a creative and fantastic video! thanks for sharing
    lovelove <3,

  10. cassiopeia says:

    amazing. thanks so much for sharing. loving the slightly 3 muskateers-esque outfit and the standard floating wings one.
    i found this on ebay – reminds me of your topshop post the other week:

  11. Sal says:

    That photo of Natasha is so joyous – how fun to see someone truly enjoying what she’s wearing, unabashedly.

  12. Sarah says:

    What an amazing video, I’m pretty speechless to!

  13. KD says:

    I always liked Gareth Pugh but didn’t love him, but I love love love this and after seeing the collection on style.com I can definitely say I do indeed love him!!

  14. Male Mode says:

    I love how it highlights the witchcraft slant to his work. And, although the runway has enabled his showings to be high-octane to an extent, a film really encapsulates the drama and resolute forcefulness of it all.

  15. ash says:

    wow. speechless. the video is totally fantastic.

  16. wow. thats amazing. the whole symmetry and ink-blot thing is really interesting…the poses are really yogic sometimes, too…and those BOOTS! stunning.

  17. Anna says:

    Gareth Pugh is just a little odd, but we’re still fans!

  18. Chic Looks says:

    Gareth Pugh is so so clever, this video is just fantastic

  19. hek says:

    I love Gareth Pugh, I really do. Thanks so much for this post. The video kinda scared me, and that’ s what I love about Pugh, I get scared in a very good way. It’s like watching Jack Nicholson in “the shining”, it’s very scary but you just have to love it.

  20. amber says:

    was that you in L’avenue restaurant tonight? I saw someone who looked like u but wasn’t sure?? (you were with some oriental buyers), anyway you looked great, didn’t want to come over and interrupt!!! xx

  21. Brandon says:

    This video is the point at which I can see that Gareth Pugh is not just another london fashion kid who will disapear. I always new he was talented from the first show i saw of his. But this! wow, utterly impressed. Of course I saw a lot of Issey in this but I know that Gareth is going to be going so far now. I can feel a big design partnership in the works any season now. God I would die for to try some of this on.

  22. She looks as though she could fly!

  23. secretista says:

    I really like that video.

  24. arline says:

    That was so gorgeous and inspiring!

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  26. sugarxnspice says:

    It’s really mildly historical yet futuristic; mysterious, intriguing, timeless, and makes one very curious.
    As you put it, “capturing the spirit of the clothes…” Indeed.

  27. Sarah says:

    The video itself didn’t grab me, but I like the clothes – rather a Flash Gordon vibe ; )

  28. he’s really doing amazing things.

  29. Anna says:

    That video was way too insane, this makes me appreciate his fall collection even more. <3

  30. Leslie says:

    I like how the arrow is pointing at Natasha.

  31. Rad video! And great ensembles too! Some of them reminds me of Storm’s costume from the movie X-men! lol

  32. Sunset says:

    That video… how do you even describe it? I was fucking blown away. Gareth Pugh and Ruth Hogben win.

  33. Glitterati says:

    That Gareth Pughes video was AMAZIG

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