Joie De Vivre: Gareth Pugh’s Fall Fashion Film

Gareth Pugh – Joie de Vivre A/W 2010 from SHOWstudio on YouTube

After multiple viewings of Joie De Vivre – the latest addition to SHOWstudio’s Autumn/Winter 2010 fashion film editorial – we feel like we know what the lovechild of Tim Burton and Lady Gaga would look like.

Showcasing designer Gareth Pugh’s Fall 2010 Ready-to-wear collection (which, in itself, is a sign that the designer is moving towards commercial success, with pieces that have a life after they’re raved over on runways), the film is a dark, frantic and hypnotizing work from SHOWstudio’s director of fashion film Ruth Hogben and starring Brazilian beauty Raquel Zimmermann, with an infectious soundtrack by Lukid.