Gareth Pugh S/S 16 - Fashion film by Ruth Hogben

Pugh’s provocative garments take center stage in yet another collaboration with filmmaker Ruth Hogben.

The Heart of Soho sees masked figures embody the spirit of its strip-lit streets, shimmering in coins and pole dancing in paillettes. Styled by Katie Shillingford, the short film and thudding soundtrack sum up Soho’s seedy glamour in all its glory, making Pugh’s message loud and clear:

"Soho needs to be saved. And quickly."