Last week, we reported on Gareth Pugh’s collaboration with Nick Knight’s SHOWstudio for the presentation of his SS18 collection. Opting out of the traditional runway show, Pugh chose to screen his collection at an IMAX in London. On the idea behind the project, Night told WWD: “Behind all of the collections from all the great designers there is an emotion and a message, and Gareth wanted to make an emotional film”. He also added that he thought the traditional catwalk to be “sustainable”, deeming it “too expensive” and adding that it “happens too frequently”. The film, of which the opening scene features Pugh, feels like a beautiful nightmare filmed in the beautiful, alien-cinematic style we have come to expect from Knight. It should be noted that the collection itself is only featured briefly in the film and can be viewed here. Check out the full film below. Image via Vogue, video via WWD.