Gareth Pugh is coming across the pond and making a splash at New York Fashion Week in September.
The London-based designer will present his Spring/Summer 2015 collection with video and live dancers, forgoing the traditional catwalk set-up. He's aiming to make his audience ‘think’ about fashion, British Elle is reporting.
“There is a point at which old archetypes need to change,” Pugh said of his New York appearance. “Fashion is very stuck in its ways, and I wanted to present something that would make people think, and maybe move the needle a little bit.”
“I know this is a business, and we need to sell clothing, but it is also about image and inspiration and sometimes a live show can miss the mark a bit,” he continued. “The lights go up, the model walks out and you lose control of it. It’s really important to not only communicate, ‘This is a nice dress’ or ‘This is a cool trouser,’ but to sell the dream.”
Whatever you’re selling, Pugh, we’re undoubtedly buying. We love when designers think outside the box.