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Gareth Pugh on preserving concept through the art of fashion film

In a recent interview with Dazed & Confused magazine, Gareth Pugh talked about fashion film as an add-on to a collection rather than a substitute. I love his thoughts around how it can capture concept and box up emotion beyond the existence of the line itself:

I think to have both is what I want to do next [published before his weekend showing in Paris] – so you’re communicating with an audience through a live show, and you have a film that is more about the world in which those clothes exist, which can be seen anywhere online. Show images exist online forever, but the idea that went behind that show is lost, and at the end of the day it’s bar-coded, it’s shipped out and it’s available to everybody. With the film, an emotion can live on forever.

His spring/summer 2012 film, created with Ruth Hogben and starring Crystal Renn, was shown in Paris this weekend, fused with the live catwalk show. Watch it here:


In the same interview, he also touched upon information-overload in the digital age:

I already feel quite separated from the generation below us because of things like Facebook, Twitter and blogging, which we didn’t have as teens. I don’t really get it. I think it’s too much, it’s an overload, and I don’t like that aspect of it. It means the way we live now is so much faster than it used to be. Before, with monthly magazines, a magazine would define what that month was. That’s the great thing about magazines – they are little bookmarks in time, whereas now, there’s no time to bookmark anything because it’s all happening in real time. But now you have so much choice, so much information – there’s so much to absorb. You just have to look at someone like Lady Gaga or Justin Bieber – it’s just a phenomenon of the world in which we live, and it would have never happened before, but it’s amazing that things like that can happen at all. It’s like that stupid video on YouTube with that little kid biting that other kid’s finger – funnily enough, I was watching that video the other day, it has over 350 million hits. It bothers me that that can happen, but that’s just the way it is.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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