Gareth Pugh at Pitti Uomo

Just as he did for his Spring/Summer 2011 collection, Gareth Pugh has collaborated with the vastly talented Ruth Hogben to produce a film for a new collection, show at Pitti Uomo, the extensive men's tradeshow in Florence, Italy. It seems an odd choice to show at the menswear event because while Pugh creates men's clothing, his women's collection seem to be his focus in general and in the film. Even so the designer told SHOWstudio that Pitti approached him, not the other way around. Model Natasa Vojnovic models alongside scantily clad male counterparts. Gareth knows the value of nudity, gyrating, and writhing.

The gold pieces are particular standouts in my opinion. I know, I'm a sucker for sparkle and shine. This is not news. This dress in particular is an absolute knockout.

SHOWstudio

My favorite part of the film itself is the black and white section, after Natasa has some kind of spasm while partially submerged in water. The voluminous, black, plastic-like cape is incredibly dynamic. The cape is paired with a leather pant, futuristic gladiator helmet, and powerful electro beats, providing for an intoxicating and undeniably beautiful shot. Pugh certainly hasn't lost his taste for showing his clothes in movement, thank goodness. I was surprised by his use of the powder blue in several of the looks. The soft color itself emanates such an innocent spirit that its presence is absolutely shocking to me. Somehow, Pugh managed to make it modern and at times, even powerful.

With Hogben's expert directorial capabilities, Pugh has proven that eliminating a runway show does not necessarily deal a catastrophic blow to a collection. In fact, this way he has more creative control and can create a more specific fantasy around the clothes. By no means am I calling this method better, but for this groundbreaking designer, the medium delivers a tremendous impact.