(Cover) - EN Fashion - Gareth Pugh shunned a normal catwalk show at Paris Fashion Week yesterday, instead choosing to debut his collection on film.

The British designer is renowned for his outrageous creations, and likes to experiment with form and volume. He often shows collections made from PVC and latex, and is inspired by extreme nightclub wear.

Gareths film was directed by Ruth Hogben, and before showing it to a room of professionals a statement was issued about the decision. I really want to present my clothes to a wider audience and in a more freeing and interesting context than a standard fashion show, Gareth explained.

He added the movie let him regain total artistic and creative freedom, and said he views it as an up-to-date alternative to runway shows.

The promo lasted ten minutes, and saw model Kristen McMenamy striking a variety of different poses. Tailoring was kept sharp, with structured tops giving way to chiffon capes as the designer played with different fabrics.

Dries Van Notens Spring/Summer 11 also debuted, with the designer opting for the traditional runway show. Denim and cotton were the big looks, with colours taking in bright blues, oranges and pinks. Models donned flared jeans and blazers, as well as tunics boasting a flower motif. Sequins were also key, and were used to brighten up a pair of shorts and a pale orange jumper.

Guy Laroche, Rochas and Damir Doma also showed yesterday, with collections by Balenciaga, Zac Posen, Balmain and Nina Ricci set to hit the runway today. (C) Cover Media