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Gareth Pugh S/S 2010 Film Prequel

It was always going to be hard to know what to expect from Gareth Pugh’s second film, directed by Ruth Hogben, which was presented last night at New York’s Milk Studios as part of M.A.C. and Milk’s collaboration this season. It could not possibly have been a fashion film given that his show in Paris was going to be taking place in a few weeks time. Instead, in the loading bay, on a giant suspended cube, four extracted ideas of the collection were presented on the four facets, representing elements of fire, wind, earth and water. As new-age as that sounds, it needs to be seen to be fully understood (film now live on SHOWstudio) as even Pugh admitted it was a hard piece to describe in words. For those familiar with Pugh’s work, it is an enticing ensemble piece that does exactly what it set out to do; prequel the show. For those not so familiar, they might have taken away an essence or a mood of what Pugh’s aesthetic is all about.

Dazed and Confused spoke to Pugh and Hogben about their second collaboration.

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