Fashion enigma Gareth Pugh has never really been one for practicality, and he certainly is one of the more unpredictable designers in the world that is fashion. So you can imagine the shock of fashion editors and front row luvvies eagerly anticipating a catwalk show when Pugh exhibited an eight minute video in place of an actual show for his AW 09 collection. Model Natasha Vojnovic marches and squirms to demonic music in the largely black and white film. The reason for this departure, according to Pugh was that he thinks sending models strutting up the catwalk time after time is a 'half-arsed' way of doing things, and that it's 'time for a change.' If anyone can change fashion's thinking, it's Pugh.
But this isn't the first time video has replaced show. Antoni and Alison opted for showreel over floorplace at this year's LFW and Stefano Pilati and Viktor & Rolf have all been known to occasionally opt for the video camera. And if Pugh's phophetic 'time for a change' speech is anything to go by, I'm sure we'll be seeing more in the future.