Gareth Pugh described his SS19 collection and show as a celebration of “outsider society” and “of London as a cradle of creative extremism – a place where anything can happen.”

 

 

With its stark, battery acid palette – a riot of print and colour – it is a flat out rejection of conservatism. Uncompromising, anarchic, and at times fiercely confrontational, it reminds us that provocation has always been Pugh’s governing principle.

A designer who over the past thirteen years has steadfastly refused to take his place among the ranks of the establishment – preferring to view fashion not as an industry but instead as a vital cultural force – Pugh’s recent work has been subject to an increasingly ruthless commitment to stay the course, and fuck the consequences.

PHOTOGRAPHY: @rowben_
STYLING: @katieshillingford
HAIR: @sydhayeshair / @babylissprouk
MAKE UP: @thevalgarland / @macpro
NAILS: @mariannewman
LINGERIE: @atelierbordelle
CASTING DIRECTOR: @_hollycullen
MOVEMENT DIRECTOR: @benjaminmilan
MUSIC: Roly Porter
MANAGING DIRECTOR: @mccollywood
STUDIO MANAGER: @ainejgeoghegan
SHOW PRODUCTION: @incaevent
PRESS: @starworksgroup

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