Gareth Pugh‘s Spring 2011 show notes state, “I feel very strongly that Fashion Film should not be seen as a secondary medium to live catwalk events, but a modern alternative.”

The 11 minute film, directed by Ruth Hogben, is starring the gray haired 90’s model Kristen McMenamy with appropriate techno house soundtrack – setting the mood for those wide-leg wrap pants which are pretty much tailored raver pants. The looks seemingly morph into one another, fact that probably would have been missed had it been a regular presentation.

As always, Pugh’s collection, although on the odd side, remained commercially viable offering many superbly tailored jackets, coats and dresses. Some of the dresses, made out of a softer fabric, were almost flowing – a nice contrast to the rest of crisp and angular looks.

I don’t know if film can ever become the primary medium, but it definitely sets the proper mood when viewing the collection afterwards in a more mundane setting.