The latest in a long line headed by Vetements, Gareth Pugh is set to distance himself from the traditional runway format this month during London Fashion Week. Instead, the designer will present a new film project alongside Nick Knight’s SHOWstudio. Note that Pugh has experimented with new formats for presenting his collections, which he previously showed in New York and Paris. Take for example his adaptation of Tommaso Traetta’s 1772 Baroque opera “Antigona” which he created 3D costumes for. To amplify that Pugh and SHOWstudio are all about the bigger picture, they will showcase the Spring/Summer 2018 project at the BFIIMAX Waterloo, the largest cinema screen in Europe. On his motivation behind the fashion film, Pugh stated that it was “an opportunity to provide a visceral, high impact experience that communicates the feeling of the collection with no holds barred”. He went on to state that the project was about “choosing to present the work in a way that hijacks the mind, where the images are expanded to enveloping proportions and connect directly with the depth of feeling behind the work.” We can’t wait.