A shot from Gareth Pugh's S/S 2011 video presentation

Fashion Films are quickly becoming a “must” item for fashion houses across the globe to produce. From Karl Lagerfeld’s “Remember Now” film for Chanel to Gareth Pugh‘s 11-minute S/S 2011 video presentation created by Ruth Hogben. Films are becoming a new medium for designers and brands to communicate a narrative about their latest collection or a message to their followers. Only so much can can be derived from an ad campaign, where as a video represents the mood of a collection and typically tells a story to the viewer. The industry has more than embraced these videos, and fans are typically left waiting for new ones. For instance, H&M released a cleverly edited short in anticipation of their Lanvin collab. With the marriage of fashion and photography, the adoption of video only seems natural.

Peep Karl Lagerfeld’s “Remember Now”:

Peep Gareth Pugh’s S/S 2011 Video Presentation:

Gareth Pugh S/S 2011 Collection – Director: Ruth Hogben from SHOWstudio on Vimeo.