EXCLUSIVE! Gareth Pugh and Ruth Hogben talk about changing the face of FASHION!

27 May 2011


Gareth Pugh is one of the most boundary-pushing designers of his generation. Not only are his designs consistently awe-inspiring but even his approach to the biz is very much his own. Although some seasons he holds a conventional catwalk show he often replaces them with a screening of a fashion film to showcase the collection in an even more controlled – and fantastical way.

His long time behind-the-camera collaborator is filmmaker Ruth Hogben, who in a rare interview explains both her modus operandi and her inspiration – and why she and Gareth are so similar.

Watch as Gareth explains from his studio (oh, how we love a nose!) why ‘Black and white or masculine or feminine or hard and soft – it’s the constant pull to get those two polar opposites to exist in the same item . . .’ that fuel his imagination and each new collection.

He talks about how ‘People don’t yet understand how important fashion film is or actually what they can do with it.’ And describes Ruth Hogben and also Nick Knight, legendary fashion photographer and founder of SHOWstudio as the pioneers of the genre.

To give some idea of how important Pugh thinks fashion film is now, but more importantly, will be in the future he says; ‘At a show only 300 or 400 people will see it and the rest of the world will see the stills. With a fashion film you can have it on youtube, everyone can see it and its much more exposing. The moving image is more like showing the inside of my brain . . .’

Fascinating stuff!  

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- Naomi Attwood




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