This month, London designer Gareth Pugh will dispense with the traditional runway format, instead presenting a major new film project, directed by SHOWstudio’s Nick Knight.

Since his return to the London schedule in 2016, having previously shown in Paris and New York, Pugh has continuously challenged the traditional catwalk format and adopted innovative film techniques – just think back to June this year when Pugh created 3D costumes for a futuristic adaptation of Tommaso Traetta’s 1772 Baroque opera Antigona. This season the designer will present perhaps his most ambitious film project to date, showcasing his Spring/Summer 2018 collection at the BFI IMAX Waterloo – the largest cinema screen in Europe.

Pugh describes his decision to present a fashion film as “an opportunity to provide a visceral, high impact experience that communicates the feeling of the collection with no holds barred,” the designer goes on to explain that the unconventional form 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.”

The premiere of Pugh’s film will take place on 16th September during London Fashion Week. 
Check back here for our Fashion Week coverage.