He showed a video clip, directed by Ruth Hogben, a name that you surely will heard again in the future. The video possesses an aesthetic quality which bluffed me. The video, quite long, is a game of moving images of model Kristen McMenamy, wearing Pugh's incredibly gorgeous collection. But what amazed me the most, is the designer's statement. He claimed that it was the 'modern alternative' to catwalk shows. Pugh is of the avant-garde, a sort of Cassandra of Fashion. Could he be right ?
Can we imagine Fashion without catwalks ? No more plethora of models and outfits, no more front row icons, no more direct contact with fabrics, no more journalists. We would go to see a collection like we go to see a movie or an art exhibition. We can even imagine 3D movies projected in streets, monuments or museums, a technological version of Chanel, catwalking at the Grand Palais, in Paris. It would place Fashion in the domain of Fine Arts again, and allow creators like Gareth Pugh to express all their creativity.
Givenchy chosed an elitist version of this futuristic caltwalk, bringing back fashion to luxury and patricians. But, with Pugh's vision, we could imagine a democratisation of catwalks, where everyone could witness designers's collections. Which direction will we choose ?
But, maybe this is only a passing snobism, a Fashion equivalent of singer Prince's reaction to online downloading. Only future will tell us, but Pugh's initiative is certainly refreshing. Would you like a world without catwalks ? I, I would like to see more videos like this in the next years, and less private lounges.
Gareth Pugh's video : http://vimeo.com/15395630
Photos Ron Rox, Chanel, Givenchy and extracts from Gareth Pugh S/S 2011 Collection's video.