Joie de Vivre by Ruth Hogben for Gareth Pugh A/W 2010

Joie de Vivre is another collaboration between director Ruth Hogben and designer Gareth Pugh, this time they joined their forces for the campaign of the Autumn/Winter Collection 2010 featuring Raquel Zimmermann (Brazil) and styled by Katie Shillingford. The film has been inspired by 1920’s and Art Deco fantasy. The title (Joie de Vivre: Joy of Life) contrasts with Pugh’s work as his designs are usually associated with dark and gothic elements .

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Source: SHOWstudio