October 1, 2010, [London] - Perhaps the ideal protagonist for the still to be developed medium, Gareth Pugh showed his collection through a short digital presentation, directed by regular collaborator Ruth Hogben and styled by Katie Shillingford.
His galactic, cyborg warriors were, this season, showcased in suitably dramatic style - yet, somewhat perversely the pieces were characterised by an unexpected softness, as Pugh nodded to commerce for the first, obvious time.
The nod was more than intentional - with a limited edition run of 100 pieces available to purchase via the SHOWstudio.com Shop.
The collection itself reconciles a surreal, kaleidoscopic vision with a futuristic fetish slant, as Pugh explored dramatic op-art prints that dizzy the eye. A move towards uncharacteristic softness - flowing chiffons over structured, panelled leggings, dresses with trailing, curved hems lined with a paler version of the geometric motif - was as beguiling as Pugh's usual Samurai warriors. Top-to-toe molten silver looks are bound to draw comparisons with Mugler and Iris Van Herpen, yet cinched-at the waist silhouettes and body-con mini-dresses accentuated the shape of the female form, and were surprisingly wearable. Grey rubberized neoprene, sculpted into architectural planes, interlocking panels recalling the structural qualities of the armadillo. Pugh's sci-fi moniker seems intact, yet he remains the right side of avant-garde, reassuring the faithful that branching out does not equate to selling out.