by Stephen Garner

From visionary British fashion designer Gareth Pugh comes a major new creative project titled ‘The Reconstruction,’ which will launch during London Fashion Week. The body of work marks Pugh’s return to fashion week, and is built around the designer’s first collection since buying back his trademark in March 2020.

Celebrating the interplay between fashion, music, and film, for the first time a runway collection will be presented as a “visual concept album.” Featuring 13 looks inspired by 13 songs, the collection has been captured in 13 stills and 13 explosive fashion film shorts – shot by fashion image-maker Nick Knight. An accompanying series of breathtaking virtual landscapes comes courtesy of digital artist Jon Emmony.

The inspiration behind the collection – fashion’s new “frontierland” – is explored in a feature-length fashion documentary written by Pugh’s husband and creative co-director Carson McColl. The documentary will be unveiled via YouTube Premieres at 5 pm today.

“Naomi Klein speaks about the idea that in times of crisis, seemingly impossible ideas become possible… Right now, there are no rules,” said Pugh. “There are no limits. We are being offered an opportunity to invent the future.”

This project is an entirely non-profit venture, with all proceeds going to Refuge, the UK’s largest single provider of specialist support to women and children escaping domestic violence and other forms of gender-based violence. None of the looks will be for sale: instead, they have been re-imagined via a jersey capsule collection featuring a series of prints designed by Pugh in collaboration with emerging designer Melissa Mehrtens. The limited-edition collection which will launch alongside the art project’s release; sold online (£75) in an exclusive partnership with HIT + RUN – a new online retail platform promoting a zero-waste model.

Fundraising for Refuge will also be driven by ticket sales to an accompanying live exhibition – featuring key looks from the collection, accompanied by Knight’s imagery – taking place at Christie’s London across London Fashion Week. Tickets are priced at £10.