Pugh was driven to generate a film that would take people out of their, "everyday mindset; it's fantasy, and it should transport people from their day to day reality."
"Film is such an interesting medium, and I wanted to create something contemplative, beautiful and inspiring," said London-based designer Gareth Pugh at the Chelsea screening of his latest fashion film, in collaboration with MAC. The film, displayed on four screen's simultaneously in a cube-like formation at MILK Studios, was created, said Pugh, "As a mood board and a way of expressing a feeling and emotion, it's setting the scene for my upcoming Paris show rather than simply showing the clothing catwalk style." Believing that fashion films should be "about creating beautiful images, not pushing products," Pugh said he was driven to generate a film that would take people out of their, "everyday mindset, because that is what fashion is really all about - it's fantasy, and it should transport people from their day to day reality." Of his upcoming collection to be shown in Paris, Pugh, though tight-lipped, revealed that it would be, "so different to what I've done before. It will be surprising."