This is a classic example of how, no matter how focused my mind may be on something socially conscious and important, my thoughts drift onto, um, fashion. Whilst I was watching the Amnesty spot, I couldn’t help be reminded of the stunning Gareth Pugh Autum/Winter 09 video I’d seen a few weeks ago. Obviously the subject matter cannot be compared, but with its angular geometry, stark colour palette, eerie background noises and grave atmosphere, Pugh’s piece manages to create a sense of gravity and presence on a par with the Amnesty production.
Apparently, Pugh decided to create this video as he felt it was inappropriate to spend huge amounts of money on a lavish show in these difficult economic times. A socially conscious and economically responsible fashion designer with extraordinary creativity? I think I may be in love.