Forgoing another runway show in favour of a film presentation, Gareth Pugh's Spring 2011 collection kicked off Paris Fashion Week yesterday. Directed by Ruth Hogben, the 11-minute film starred silver-haired '90s supermodel Kristen McMenamy in strong architectural pieces. In ethereal grey, Pugh presented sculptured jackets, geometric printed chiffon scarves, silk coats, structured wide leg trousers, pointed tail coats, monochrome prints, and silver slinky-style dresses. In his notes, he emphasised: "I feel very strongly that Fashion Film should not be seen as a secondary medium to live catwalk events, but a modern alternative."

A geometric print scarf (£220) from Pugh's brand new collection is already available to buy online at