By and  on June 27, 2008

PARIS — Paris Fashion Week has nabbed another hot London designer for its schedule.

Gareth Pugh, 26, was named winner of the city's Andam award Thursday, scooping up 150,000 euros, or $234,000 at current exchange, that he plans to put toward financing his first Parisian show in October.

With Jefferson Hack, Jean-Jacques Picart, Pierre Bergé and Colette's Sarah Lerfel among members of the Andam jury, the official prize-giving ceremony will take place here Oct. 3.

"To now show in Paris is definitely the next step to propel my business internationally," said Pugh.

Having a Parisian project in view is a prerequisite to be eligible for the Andam prize, which is sponsored by the likes of LVMH Moët Hennessy Louis Vuitton, the Pierre Bergé-Yves Saint Laurent Foundation and Longchamp, as well as France's Ministry of Industry and Ministry of Culture.

Martin Margiela was the recipient of the first Andam prize in 1989. Laureates since include Véronique Leroy, Viktor & Rolf and Anne Valérie Hash.

Pugh is known for his fantastical collections with a Gothic slant. His past creations have included a sweater dress fashioned from safety pins and a fur stole made from scores of white toy mice, while his references have ranged from the films "Predator" and "Moonwalker" to "The Wizard of Oz."

A Central Saint Martins College of Art and Design graduate, Pugh staged his first off-schedule London show in 2005, as part of Fashion East's group show. Befitting Pugh's presence on the London club scene, the designer's front row is often filled with an edgy crowd of cheering friends who sit alongside bemused fashion editors. Regularly costuming Kylie Minogue on her tours, Pugh has built up a roster of real-world customers, too. His collections are sold at Browns Focus in London, Colette in Paris and Barneys New York in Manhattan.

Despite his fledgling designer status, Pugh's creations have also already made their way into a number of high-profile museums, including New York's Metropolitan Museum of Art's Costume Institute for the current "Superheroes: Fashion & Fantasy" exhibition. His work will also feature in "Gothic: Dark Glamour," due to show at the city's Fashion Institute of Technology Sept. 5 through Feb. 21, 2009.The designer also works closely with Swarovski, Moët et Chandon and MAC Cosmetics.

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