Stealing the moment: The non-narrative fashion films of Ruth Hogben and Gareth Pugh

Fashion films, which take the place of the catwalk show, break with the actual and virtual perception of fashion. The catwalk show’s predominant purpose is to present the clothes on display, to present the material object in time and space. By breaking with this tradition, by replacing the live event with the projection of a digital film, we alter the experience, as well as the reality of the garment. This article seeks to explore the role and function of non-narrative fashion film in relation to the collaboration between Ruth Hogben and Gareth Pugh. The aim is to establish an ontological study of the aesthetic nature of non-narrative fashion film.