Take a Pugh: Goth craft comes to Hong Kong

Hong Kong – British fashion designer Gareth Pugh has chosen Hong Kong as the location for his first retail space.

The new store on Ice House Street is decked out in gothic style, with no window display and a façade in black rubber paint. An LED screen inside will show films the designer has made with filmmaker Ruth Hogden.

The screen will also function as a window into Pugh’s studio. A live video feed will be broadcast from the studio, enabling customers to see the artistry and craft involved in producing the clothes.

The need to show the production process is explored in our forthcoming Luxury Futures Report.