By  on November 8, 2010

While the focus during theshows is on the runways,designers are increasinglyembracing the charms ofthe digital world. Indeed,there were so many fashionfilms on a loop during thespring 2011 shows, it seemsthe still image could have arival for the fashion world’saffections. Hussein Chalayanand Gareth Pugh both showed films instead of holding conventional runwayshows to present their spring collections. Pugh collaborated with directorRuth Hogben to make a film showing model Kristen McMenamy writhingaround wearing Pugh’s flared leather pants and sculpted jackets.

Chalayan directed a stark film for his collection, which was inspired byJapan’s isolationist Sakoku period. Models were filmed walking in a sparespotlight, and in one of the shots, hooded figures fluttered the skirts of amodel’s delicate floral dress.“There is always this performative element tomy work, [so] film for me has been quite a natural medium,” Chalayan said.

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