Pugh will create a collection specifically for the event — his spokesman said he recently visited Florence and had his eye on a central venue but hadn't yet decided on whether he'll show in runway or video format. This is a one-time thing for the designer — Pugh follows in the footsteps of Haider Ackermann, Giles Deacon, Diane von Furstenberg, Giambattista Valli, and Proenza Schouler and will continue to show during Paris Fashion Week.
Lapo Cianchi, communications and events director of Pitti Immagine, said Pugh's choice to stage a video presentation during Paris Fashion Week in October was part of the reason he was chosen to participate: "We have followed his work in London and Paris, seen his style evolve — from the Gothic atmospheres of the early days to today’s decidedly flamboyant effects — as well as the way he presents his collections: the video screened at the last Paris Fashion Week brought new energy to the discussion on the use of multimedia technologies in fashion. So we had all the right reasons for inviting Gareth Pugh to Florence and Pitti, where there is plenty of space for fashion experiments which can dialogue with the city’s unique historical and artistic venues. We are very happy that Gareth Pugh responded to our invitation with such enthusiasm."