GARETH PUGH S/S-11 GENIUS

Okay, so not exactly a new designer anymore, as the avant-guarde  Gareth Pugh is fast becoming a household name, but his new video for his Spring/Summer collection 2011, directed by Ruth Hogben  (fashions new 'it girl' film-maker) and starring Kristen Mcmenamy is too awesome for words.
The film, as well as the collection is futuristic, edgy, intelligent, optical, dramatic, conceptual and inspired.
It is everything a fashion video, and a collection should be, it picks up where so many fashion videos (and collections) tend to fall short.
Gareth (and his team) have done it again!
Bring on S/S11, i really hope this is what its going to be about...
Watch the video here:

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