Warming Up Some A/W With Gareth Pugh’s Joie de Vivre


Somewhere between mid-July and Blackberry prompts to request LFW show tickets, I have lost interest in summer and lazy sun drenched afternoons sipping cool drinks. During winter 2009/10 all I dreamt of was wandering out of the house with little more than wisp of floral Stella McCartney and white rimmed Raybans to keep me company.

Now I crave a chilly, crisp London morning, thick-knit stockings, swishy tweed trousers, nipped in waists, camel coloured jackets all juxtapositioned with black rimmed eyes and messy hair.

Beckoning me gently into next season is Gareth Pugh’s gorgeously slick Joie De Vivire for AW 2010. A short fashion film directed by Ruth Hogben encapsulates the essence of Pugh’s new season.

A delicious mix of silver, black art deco and roaring 1920s style all ramped up in fast-forward with the indulgent Raquel Zimmermann.

Am I more excited about the predictable onslaught of beautifully curated fashion films instead of runway shows from on-the-ball designers? More and more!


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One Comment

  1. frederic Pierre wrote:

    Hej! very interesting film filled with lust and delight, beautiful images, sensual to utmost wishes and delicat at the same time, I do like Ruth Hogden creation in films even more than the clothings, but the cloths are well put in place enhanced by the movements and the images. Very exciting.
    fP, 5june2011