After returning to the London Fashion Week schedule for A/W 15, Gareth Pugh decided to stay put. Coinciding with London Fashion Week’s move to Soho amid the gentrification of the once euphoric area, Pugh evoked the spirit of the neighbourhood with his S/S 16 troupe, the Soho Bad Girls. The starry-eyed show sparked conversation with its mix of high fashion and lowly pennies, mirroring the ongoing battle between creativity and commerce.
Pugh’s provocative garments take centre stage in yet another collaboration with filmmaker Ruth Hogben. The Heart of Soho sees masked figures embody the spirit of its strip-lit streets, shimmering in coins and pole dancing in paillettes. Styled by Katie Shillingford, the short film and thudding soundtrack sum up Soho’s seedy glamour in all its glory, making Pugh’s message loud and clear: Soho needs to be saved. And quickly.
Shop Gareth Pugh on SHOWstudio / MACHINE-A.