Here’s the latest dispatch from the annals of instant gratification. Gareth Pugh’s Spring ‘11 collection hits the runway (well, the video runway, as it turns out) in Paris today—and the first pieces hit stores tonight. One store, that is: Nick Knight’s SHOWstudio.com shop, where, following the presentation, a chiffon scarf in one of Pugh’s signature geometric prints goes on sale for £220. Only 100 are available, so it’s first click, first serve. The shop-the-runway trend is ramping up lately, and the charge is being led, no great surprise, by younger designers. “Gareth is in the vanguard of designers who grew up using the Internet and understanding its importance and power,” Knight says. “He therefore naturally sees it as a means to launch his collection to a massive worldwide audience in a way that represents the complete artistic expression of his work.”
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