Fashion’s favourite enfant terrible and long-time SHOWstudio contributor Gareth Pugh has opened shop in an unlikely fashion capital. In partnership with a local retail group, Gareth debuted his first standalone store in the centre of the luxury shopping district in far away Hong Kong. Alongside Ann Demeulemeester, Comme des Garçons and Maison Martin Margiela boutiques nearby, the Gareth Pugh store is the latest addition to Hong Kong’s quickly burgeoning avant-garde market.
Gareth’s signature sleek gothic aesthetic resonates throughout the newly opened boutique, from the black rubber paint, the leathery walls and the giant LED screen projecting Brazilian bombshell Raquel Zimmermann in all her fearless glory, which will later act as a showcase of the fashion films he’s created with filmmaker Ruth Hogben. He’s also eager to use the shop walls - via that massive LED - as a way to connect his audience to his studio practice. We know exactly the sort of thing he is imagining. Last November, Gareth took up residence in our LiveStudio to handcraft a one-off garment for the SHOWstudio.com SHOP. The entire process of creation was recorded and broadcast live to a global audience, while Pugh's final dress was modeled by Raquel Zimmermann in a truly unprecedented one-off performance. If this last stream of insight into his studio is anything to go by, Gareth's shop is going to be captivating 24 hours a day. Here’s an exclusive look at the before and after transformation of the boutique, emailed to us by Gareth earlier today.
Check out Gareth’s latest collaboration with Ruth, Joie De Vivre, featuring the crème de la crème of his A/W 2010 collection as modeled by Raquel and styled by Katie Shillingford.