A Store Is Born: Gareth Pugh

Gareth Pugh is all grown up. Over the weekend, the precocious designer unveiled his first standalone boutique in Hong Kong (10 Ice House Street), smack in the city’s poshest shopping district, nestled among Comme des Garçons, Maison Martin Margiela and Hermès. We can’t think of a better way to say welcome to the big leagues.

Of course, this doesn’t mean the Dauphin of Shadows is cleaning up his act completely; he’s just bringing his unique brand of dark provocation to a whole new level—and continent. Based appropriately enough on a black box, the shop is a study in contrasts that’s less S&M dungeon and more art-house installation. The walls are painted in black rubber (very Leigh Bowery) and the dressing rooms are lined with gray padded-leather, making for the chicest asylum cells since Girl Interrupted. The pièce de résistance? The large LED display screens which will constantly loop Pugh’s visual collaborations, fashion films and runway footage. It’s 24-hour HD Pugh-vision. 

At the launch party, Pugh dispelled persistent Thierry Mugler rumors. Seems the waif is intent on developing his brand instead. Now if he can only figure out a way to get us to Hong Kong.

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