Gareth Pugh and House of Holland to screen fashion films at LFW

Fashion Film will be taking centre stage at this month’s London Fashion Week as designers Gareth Pugh, House of Holland and Jean-Pierre Braganza are set to steal the spotlight.

The designers have been awarded funding from the British Fashion Council to create films to be shown during a special breakfast screening, inside the official Fashion Week catwalk tent this week.

The British Fashion Council’s Fashion Film initiative, sponsored by River Island, supports both womenswear and menswear designers who want to use film as a medium to display their designs.

Each season, River Island teams up with a designer to produce a capsule collection as part of its Design Forum initiative, and Braganza will take the collaboration a step further by producing an A/W 2015 film with Google Cardboard. The platform is a revolutionary new form of experiencing film through a virtual reality headset and a smartphone app.

Since its launch in February 2012, Fashion Film has helped fund designers including Jonathan Saunders, Mary Katrantzou, Nicholas Kirkwood, Christopher Raeburn, Sibling and Eudon Choi to work with producers and directors such as Matt Lambert, Ellen Von Unwerth and Nick Knight.

Peter Fitzgerald, UK sales director at Google and president of the BFC Digital Pillar, states: “We’re delighted to see River Island using Google Cardboard to create such an innovative, immersive and interactive piece of film. It’s a great example of how fashion and tech continue to drive and inspire each other.”

Alexandra Davis
Photo: Ambra Vernuccio