Gareth Pugh: aesthetic research vs. commercial potential

Always more and more attention is dedicated to this emerging fashion designer, known for experimenting with volume and forms.

He often uses “nonsensically shaped, wearable sculptures” to “distort [..] the human body almost beyond recognition.”

Elements in his designs include PVC inflated into voluminous coats, black and white patchwork squares, Perspex discs linked like chain mail, and shiny latex masks and leggings; he has used materials including mink, parachute silk, foam footballs, afro-weave synthetic hair, and electrically charged plastic in his clothing.  Pugh describes his designs as being “about the struggle between lightness and darkness, [..]”.

 HSBC had the big idea to use one of his sculptures/clothes for an adv campaign last year:

HSBC and Gareth Pugh

It’s impossible not to say that he’s trying to be innovative, but what about the commercial aspect of being a designer?

Pugh claimed in March 2007 that he had yet to sell a single dress.

It’s important to say that until his Spring 2007 collection, his clothes were solely catwalk experiments unavailable to purchase.

Now he’s shifting to more wearable clothing.




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