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Gareth Pugh's fashion installation at NYFW's alternative venue Milk Studios, Pugh's first presentation at New York Fashion Week, was a presentation of his upcoming collection in four films. The films, directed by Ruth Hogben, gave a glimpse into Pugh's S/S 2010 collection that will be shown in Paris next month.

from BoF:

"inspired by the four elements – earth, water, wind and fire – the four films were presented on four sides of a monolithic cube designed by Simon Costin. Accompanied by a soundtrack by Matthew Stone that was at once futuristic and medieval, the cube sat in the darkened loading dock at Milk Studios, before editors including Suzy Menkes and Jefferson Hack, looking like it had landed from somewhere far away, carrying the elemental essence of Mr. Pugh’s forthcoming collection with it."