POP 765 Tuesday 29 November 2011

Todays POP is Louby…  MacLook Pro

 

Fresh from our elation on hearing of the last M∙A∙C Collaboration with POP friend and renowned artist Cindy Sherman, we were just about ready for our next hit of partnership genius, and boy did we get it! 
This time it comes to us in the form of a partnership with another fashion megastar, the prince of design darkness – Gareth Pugh. They describe it as 'Challenging the conventions of fashion with his signature style that blurs the traditional gender divide'; we describe it as: Da bomb. 

 
 
We managed to catch up with Gareth himself for a quick Q&A on his pairing with one of our favorite Make-up brands M∙A∙C.

POP: You work with incredible materials and contrasts
of textures in your clothes. Did you want this
collection to be very texturally rich as well?
Yes, I wanted the finish of the products to be very texturally
versatile and multi-faceted. For example, there’s an amazing
two-tone Lipglass and Nail Lacquer that can both be worn
alone or used as a top coat, over one of the darker lipsticks
or nail varnishes – on their own they are very subtle and
beautiful, but by overlaying them over a dark base, the two
tone aspect of the product is emphasised and they really
‘flash’ – from an emerald green to a deep purple. I didn’t want
the products to be one dimensional or too specific. I think it’s
nice that the textures have a level of diversity, so that you can
bring uniqueness to the look you achieve for yourself.
 

How did you work Alongside product Development?
There was a lot of backwards and forwards between us –
I was being very specific! I don’t use a great deal of colour
in my work but I knew it was incredibly important with
this to get it right – it’s sort of the most important aspect
of the collaboration really, and it had to work together as
a collection. The end result was worth all the tweaking:
everything is going in the same direction and singing
from the same song sheet – it’s very satisfying to see it all
come together.
 

20
Film is integral to the way you present your collections. 
How does it work in this collection?
In the fashion films I do with director Ruth Hogben we’ve
managed to create an aesthetic that’s very strong and
immediate which has a great impact….more impact, I think,
than when my clothes are on the catwalk. So it was very
obvious to me that I wanted to do a film with M·A·C for this
project. To see things in movement, rather than just a still
image, reads a lot more than in one-dimensions. And it’s
a very interesting and new way of approaching traditional
advertising campaigns, to start with a moving image and
then take still images from that. I think that working like
this really helps visually unify the whole concept of the
makeup line. We’ll have a film that’s about two and a half
minutes long and then the still images…but because they all
come from the same place they will have a very powerfully
unified vision.
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Published:
29.11.11 / 6am
Category:
BEAUTY, FASHION, POP OF THE DAY
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