Directed by his long-term collaborators Ruth Hogben and Andrea Gelardin, the film pans slowly out on Rebekah Del Rio performing her famous song, ‘Llorando’.
Gareth Pugh describes the short film as ‘an iconic visual conceit, and a fitting metaphor for truth in a post-truth arena’. Hinting, we hope, that this is a subject that we will see explored in his collection, too. The reference to William Shakespeare’s King Lear at the start of the film is also telling of current reflections on modern society, the parallels with President Trump are all too apparent.
Sine he burst onto the scene as part of the Fashion East collection in 2005, the Sunderland-born designer has enjoyed smashing convention with sculptural, dystopian designs – commercially unviable and a social media sensation in equal measure. The Central Saint Martins-trained graduate harnesses a darker, edgier mood, perpetually experimenting with shape and materials to ensure his collections remain provocative and alluring.
As Del Rio’s soaring vocals begin to crescendo in this latest offering, the prospect of Gareth Pugh’s AW17 collection already has us at the edge of our seats.