Gareth Pugh promises "radical" film event for LFW
Designer Gareth Pugh has dispensed with the catwalk format for London Fashion Week in favour of a presenting a major film event directed by celebrated image maker Nick Knight in collaboration with SHOWstudio.
Pugh, a long-established champion of fashion film and new technology, will be staging the event to showcase his SS18 collection at the BFI IMAX Waterloo, which has the largest cinema screen in Europe standing at the height of four double-decker buses.
The film project is Pugh's most ambitious to date and he described it as "an opportunity to provide a visceral, high impact experience that communicates the feeling of the collection with no holds barred".
"This is about choosing to present the work in a way that hijacks the mind, where the images are expanded to enveloping proportions and connect directly with the depth of feeling behind the work," Pugh added.
The film will be screened on 16 September.
London Fashion Week SS18 takes place from 14-19 September, click here for the full show schedule.