"The world of couture has hitched itself to the entertainment wagon. Fashion has always hovered near the interface between art and commerce but in more recent times its been absorbed into the larger world of mass marketing" - Peter Wollen Fashion Notes, Framework. No 41, Autumn 1999.
Fashion has submitted itself to the imperious norms of celebrity and media culture.
The contemporary fashion film looks to offer a vision of creative display. It delves into aspirations, concepts and ideologies of both the designer and the modern consumer. To view clothing and fashion as a spectacle, but simultaneously question deeper meanings. To take away the traditional hollywood narrative and let the clothes speak for themselves. The way they look, the way they move, the way they shine. To provide audiences with a phantasmagoria of fashion in its own right.
I do think that Pugh successfully does this. However whilst attempting to be different, he has still been absorbed into the larger world of technology and modern consumption, which is an obvious influence in his fashion films.
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