by Alexander Fury .

Absolut Pugh at the W Hotel
Photography: Matthew Stone

There's nothing fashion likes better than a really great party - and, it seems, few throw better shindigs than Mr Gareth Pugh. There was his jaunt to Milan with legendary east London clubnight Boombox, his September 2007 fashion week afterparty (replete with Kylie Minogue set, naturally) and just this Tuesday Gareth took over the 'E WOW' penthouse of London's W Hotel for an intimate soirée - 'Reflections of Fashion' - celebrating his collaboration with Absolut vodka. 'Absolut Mode Edition by Gareth Pugh' is the name, and certainly Gareth collaboration is terribly fashionable, re-interpreting a trademark piece from the Pugh archive: those 'Stealth-Bomber' arms from his Spring/Summer 2007 collection.

'I wanted to create something epic for my collaboration with Absolut. I feel it was important to attempt to enhance the silhouette of the iconic Absolut bottle shape, as after all, shape, proportion and silhouette are the building blocks for any designer.' That was Pugh's take - in Pugh's words - on 'dressing' his Absolut bottle. The fashion crowd who clustered to celebrate his rendition of the bottle included milliner Stephen Jones, stylist Katie Shillingford, art director Simon Costin and artist and photographer Matthew Stone, who captured the impromptu portfolio of images above at the penthouse party.


  1. Jesper
    04:58 14 Sep 2011
    Any suggestions where to purchase this special Mode edition? Thanks!
  2. Boston
    11:40 24 Oct 2011
    That's 2 clveer by half and 2x2 clever 4 me. Thanks!