This week, he’s teamed up with the British luxury department store and turned toward Twitter’s coolest new app, Periscope, which turns your smartphone into a personal livestreaming service. Pugh will use the app to showcase all of the work that goes on behind the scenes on a daily basis, and pointing the camera will be his longtime collaborator Ruth Hogben, who has made many a film to complement his collections over the years.
Everybody sits in awe of the high-profile runway shows at Fashion Week, so it’s interesting to finally get a glimpse at all of the different stages of the creative process that are critical for developing a collection that’s runway-ready. A show may be over in a matter of minutes, but months of hard work have gone into getting that collection ready to present.
The livestream will result in a creation to be displayed in the window of Selfridges’ London flagship from 30 April. This will mark the launch of the Selfridges Work It! campaign as the retailer aims to explore how tech is changing the working world. In the meantime, discover exactly what goes on in the world of fashion design by checking out the #SelfridgesXWorkIt coverage featuring live Q&As with Pugh at 1:00 p.m. BST each day on Periscope.
