The eight minute film showcased Pugh’s Fall/Winter 2009 collection, and caught many attendees off guard who were not expecting to seeing a single model on a screen in lieu of dozens walking a catwalk. In the end, the film turned out to be a brilliant marketing and financial savings idea, and is a wonderful example of Pugh’s take on art as fashion.
As for the film project this season, the film will be screened to Gareth Pugh guests between 8 and 10 pm on September 13th. Then, from 10 pm to 12 am, the film will be open to any and all interested parties. Pugh told Vogue UK that when MAC invited him to be part of their New York Fashion Week plans, he thought it was the perfect opportunity for him to make a new fashion film. He added that “it will hopefully set the mood for my catwalk show which will take place as usual in Paris. It will represent the essence of what the show this season is about, although it couldn’t be further from a trailer, it’s more of an abstract insight. I am very honored to be able to come to New York and be a part of Fashion Week.”
Images courtesy of the Fashion Spot forums.