It should come as no surprise that the recent boom in technology has affected the fashion industry just like every other. Fashion shows have progressed with music, lighting, and ridiculously intricate stage settings. This week, technological fashion has gone to a whole different level.
Gareth Pugh has been a respected British designer for quite some time. Exploding onto the runway scene in 2006 fresh off of a coveted internship with widely respected designer Rick Owens, he made an impression with his inflated designs. Today, he is making an impression in a brand new way; by trading traditional runway shows for an artistic video to showcase his collection.
The video, which is avant garde to say the least, shows his model of choice in various poses and situations wearing his new collection for Spring 2011. Innovative and different, Pugh's video does have some minor issues. Despite the fact that fashion is and always should be about its creativity, the truth of the matter is that the video simply does not display his collection as well as a runway show should.
Seeing clothes displayed on a model in person can give one an entirely different impression than it would on film. There is a certain moving quality that can only be found in a face to face setting. While the video is unique and rather lovely, Pugh may be missing out on opportunities due to his lack of a runway show. That's mostly personal opinion, but some editors have spoken out about the issue in terms of why a runway show would have worked better.
While it may not be the most practical entity, one must admit there is a certain brilliance to it. Don't take my word on it; check the artistic brilliance for yourself below.
