Monday, February 7, 2011

Beautiful Gareth Pugh movie by SHOWstudio ( styling )

With a collection inspired by religious iconography and Florentine opulence, Gareth Pugh made his Italian fashion debut at Pitti Immagine #79, showcasing his clothes via a unique fashion film, created with Ruth Hogben.
This film is yet another great work of art from videographer Ruth Hogben, Gareth Pugh and Ruth Hogben have collaborated on numerous viral videography for Gareth Pugh’s seasonal collections. Recently young fashions designers have turned to internal/gorilla marketing strategies to promote their upcoming collections and events. This cuts cost in a price driven and sensitive economy and breaks distribution barriers allowing web browsers to take to live content feeds. The web is filled with a plethora of people that are waiting to upload, read, share, and be inspired by.
This DIY attitude by designer’s maybe the result of fashion industry saturation. Agency marketing concepts and expensive fashion shows that many designers are not willing to dish out money for are becoming scarce. With the large expansion of digital media and online viral opportunities people able to filtrate the market in seconds. Though Recently I came across a publish article about technology and services company Cisco. I was astonished to find out the number of people who watch web videos will surpass 1 billion by early 2011. If you ask me I think Gareth Pugh and many other fashion designers may be on to something.
Though trend relevant media sites exist to selected insiders, Live streaming/blogging and purchases from Fashion week, Pitti Immagine, and many other fashion show events may some day be accessible to the general public.

Direction: Ruth Hogben
Fashion: Gareth Pugh
Director of Photography: Simon Chaudoir
Models: Natasa Vojnovic at UNION, Jonathan Baker at D1 Models, Hannah Kidd, Sophie Apollonia, Oiaha Vesga Bujan, Manou Koreman, Andrew Macleman, Benjamin Jonsson, Michael Kelland, Jay Jackson
Styling: Katie Shillingford
Hair: Martin Cullen
Make-Up: Lisa Eldridge
Manicure: Teresa Smith
Assistant to Gareth Pugh: Lucy Marshall
Styling Assistance: Nell Kalongi
Hair Assistance: Anna Cafone, Daniel Martin, Roku
Make-Up Assistance: Jessie Richardson, Vanessa Guellar
Music Direction: Matthew Stone
Violinist: Sebastian Schlecht
Set Design: Simon Costin
Production: Anna Whiting
Production Manager: Camila Klich
Gaffer: Richard Oxley
Electricians: Paul Kemp, Rob Gavigan, Michael Hayes, George Worley
Kirby Wires Technicians: Andy Sutton, Simon Philips
Digital Technician: Nelson Olivier
Construction: Rafal Barton, Tom Clarke
Focus Puller: Charlie England
Grip: Daniel Essex
Runners: Lucie Tamborini, Julia Monsell, Harry Flinder
Lighting supplied by: Panalux
Camera: Arri Media
Location: Park Royal Studios, London
Event Production: La Mode En Images
Communications: Karla Otto
Special thanks to Pitti Immagine Special Events Team, Nicky Ellis
Angelskin and Dance Crepe fabrics provided by CHRISANNE


The photos on this blog are sourced in various sites from the internet (apart from the ones taken by me). Original source is always mentioned. If you feel your photorights have been violated or they have been presented in a negative way, please send me mail. I´ll remove them from my blog immediately.
Thank you

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