This film was shot as a showcase of Gareth Pugh's 09 collection - as an alternative to the usual runway showing it was a veritable cinematic experience conveying the essence and drama that prevails in his work. Directed by Ruth Hogben, styled by Katie Shillingford, it turned the idea of a fashion show on its head. For designs such as Pugh's it seems almost natural to take the clothing into the cinematic, where sound and visuals can really work with the garments. Silhouette and movement here are taken to another level with the visual effects and mirroring.
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