The questions of whether traditional fashion shows have any validity anymore are about to enter the conversation again.

Gareth Pugh has shown during Paris Fashion Week for the last six years but this season he will hold what he describes as an “immersive live performance” to open the New York shows.

“There’s a point at which old archetypes need to change, fashion is very stuck in its ways, and I wanted to present something that would make people think, and maybe move the needle a bit.” Said Pugh of the event.

Pugh’s experiment will unquestionably make him stand out from the crowd, though whether that will be in a good way or a bad way is not yet clear.

In a little more than a month, we’ll find out.

Gareth Pugh is exclusive to 4.

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