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​gareth pugh is live streaming his design process

Every day this week the fashion showman will reveal his craft via a live streaming app for Selfridges.

by Charlotte Gush
|
21 April 2015, 12:00pm

London's fashion firebrand Gareth Pugh will be stripping away the smoke and mirrors of his dramatic catwalk presentations to reveal his craft in a daily live stream this week for Selfridges. Gareth Pugh's catwalk shows are often dramatic spectacles, so what is the appeal of doing a stripped back live steam? "Of course the show is an event that is meticulously planned and executed, but there's always such a long process that leads up to that point, and no-one ever really gets to see it. I think it's really important to occasionally reveal the other side of the work. And yes, the live stream is pretty stripped back and can be messy - but I think that's quite beautiful, and perhaps quite unexpected coming from us. It's always important to do things that scare you, and to be honest, opening up the studio to anyone who cares to watch is quite daunting, but it illustrates the point that at heart my label is about the studio, not the boardroom. It's about celebrating ideas, handwork and communication - which are the principles that have always meant the most to me."

Pugh will show each stage of the creative process in his studio while making a fantastical creation to be displayed in the iconic department store's window on the 30 April, launching their new campaign Selfridges Says Work It! In the UK, there are now more people in work than ever before, according to Government stats, so Selfridges are considering our work/life balance, new ways of working and the tech that's changing our to-do lists. Pugh's design and making process will be broadcast via Periscope, a new app from Twitter that turns your smartphone into a personal live streaming service. The app made its name when citizen journalists streamed the raging fire in New York's East Village last month.

Pointing the camera at creative firestarter Gareth Pugh will be his long-time collaborator Ruth Hogben, who has made many films to complement his collections, including for his dramatic London homecoming this February, when she shot Aymeline Valade chopping off her hair in chunks and slashing red paint across her face and body in a St George's Cross.

Pugh will also be doing a Q&A during the live stream, so have your creative questions at the ready.

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#SelfridgesXWorkIt

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