Instead of a runway show, this season Gareth Pugh presented his fall 2009 collection in a haunting film shown to a modest audience in Paris. He tells Dazed Digital that he decided to do a film instead of a runway show because he didn't want to look "overly brash" by doing a big women's show on the heels of his first seminal men's show.
DD: You were conscious that people might judge you?
GP: I didn't think it was the right kind of mood. It was my first menswear show and it needed to be like a proper show and it was important for me to do that. For the womenswear it was more about taking it down to a different sort of level, trying to take away the shine or varnish of a show. It was much more about being realistic about things. With shows, it's sometimes nice to get away from something that I'm used to.
Still, he couldn't resist springing for a bed of dry ice above which to hang his film screen. Though Pugh loves girls like Karlie Kloss on the runway, he chose seasoned model Natasha Vojnovic to star in the film. Experienced girls are not afraid to do silly-seeming things in front of the camera, like flap their arms like a chicken in a coat puffed up by a fan. See Natasha perfect her Pugh dance in the behind-the-scenes video.
Gareth Pugh: Inverting Fashion Formulae [Dazed Digital]
Most Viewed Stories
Brad Pitt Fights Back Against Angelina Jolie and Her Plot to ‘Destroy’ Him
Looks Like Kate Middleton Is Enjoying the View in Canada
What It’s Like to Be a Female Reporter Covering Donald Trump
The Best Part of Being a Royal Is Getting to Pet Bunnies
22 Intimate Lost Photos of Marilyn Monroe
I Tried Hillary Clinton’s Diet and Now I Sympathize With Her
Trump Campaign Manager Accidentally Refers to His ‘Abuse’ of Women on Live TV
Megyn Kelly Roasts Trump’s Campaign Manager for Claiming He Doesn’t Make Sexist Comments
Misty Copeland Did Her Own Makeup for This Ballet Book
Female Chess Players Are Furious About Having to Wear Hijabs at the World Championship in Iran
From Our Partners
Who What Wear
powered by PubExchange
The Cut’s Latest Fashion FeaturesCiara's Wedding Dress Was Too Big for the Chapel
To be fair, it was a 13 foot-long dress.You and Rihanna Will Both Want to Invest in Dior’s New Bag
It's got something for everyone.Polo Shirts Have Turned Their Back on Ryan Lochte
Along with his other major sponsors.Ryan Lochte Will No Longer Be Paid to Wear Tiny Bathing Suits
Speedo remains committed to transparency.Laura Brown Is the New Editor-in-Chief of InStyle
After 11 years at Harper’s Bazaar.Tyra Banks Is Going to Teach a Class on Smizing at Stanford
"If I see somebody not paying attention, I’m gonna call on them."This Floating Pier Is the Most Zen Installation Ever
Walking on water in Italy.Nation Is Appalled by Matt Lauer’s Nude Ankles During Ryan Lochte Interview
What’s the opposite of “Jeah”?8 People at the Life of Pablo Pop-up Explain Why Kanye West Is a God
"I mean, Kanye West is just Kanye West. There's not more or less you can say about Kanye West. He's just Mr. West!"A T-shirt Is Enough
Simplicity, versatility, and cool. What more could you want?
She took a perfect pencil dive off a 30-foot yacht.American Apparel Is Being Sued by Former Workers
As the company considers putting itself up for sale.A Gendered History of the Tailored Suit
From Marlon Brando to Coco Chanel.How Zendaya Developed Such Great Style at the Young Age of 19
The star's best looks from Disney to now.Proof That If You’re Chic Enough, a Little Federal Investigation Doesn’t Matter
Is this the best they could do?5,300-Year-Old Mummified Iceman Probably Would’ve Been a Street-Style Star
He had several different looks and was “pretty picky.”J.Crew Has Identified 226 Shades of Pink
Even more than there are shades of gray.Gigi and Bella Hadid Merch Is Now Somehow a Thing That Is Happening
Today in Hadidiana.Gird Your Loins for the Return of Yeezy to New York Fashion Week
The season approaches.This Indie Brand Had a Great Response to Ivanka Trump
When she bought one of their cuffs, they donated the proceeds to the Clinton campaign.