Sunglass Hut x Gareth Pugh: Punk, Fashion, and Radical Expression
Sunglass Hut became the headline sponsor of London Fashion Week this year, making waves in the fashion world with a collaboration that truly captured the essence of edgy British fashion. In celebration of this milestone, they teamed up with none other than the iconic fashion designer Gareth Pugh, whose work is inspired by punk culture and avant-garde aestheticsFunction meets form—design shapes how brands look, feel, and connect through everything from logos to layouts., much like his late mentor, Alexander McQueen.
Gareth Pugh, photographed in his studio, where he creates groundbreaking designs. This image is part of the behind-the-scenes look into his collaboration with Sunglass Hut for London Fashion Week.
Gareth Pugh: Punk, Power, and the Union Jack
The custom-designed tote bag by Gareth Pugh, inspired by the Union Jack, created for Sunglass Hut’s sponsorship of London Fashion Week 2015. The bag reflects the bold, punk-inspired aesthetics of Pugh’s designFunction meets form—design shapes how brands look, feel, and connect through everything from logos to layouts. philosophy.
For this collaboration, Gareth Pugh designed a custom tote bag to mark Sunglass Hut’s sponsorship of London Fashion Week—a symbol of defiance and radical self-expression, inspired by the very heart of punk. The design, featuring his own face painted with lipstick into a Union Jack, is both confronting and liberating, reflecting Gareth’s fearless approachThe playbook for success—strategy defines where you're headed, how you'll get there, and what will set you apart. to fashion and his dedication to empowering women through bold, unapologetic artThe soul of creativity—art is the foundation of visual storytelling, shaping the way brands, campaigns, and experiences connect with audiences..
We had the pleasure of working on the accompanying film, which captures Gareth’s creative process. The film takes you inside his London studio, where Gareth opens up about his inspirations, the role of punk in his design philosophy, and the meaning behind the tote’s striking image. Shot in collaboration with our friends at RXM Creative, we were responsible for editing, color gradingThe polish that makes it pop—color correction refines footage to create visual harmony, set tone, and ensure brand consistency on screen., and post-production on what is, hands down, one of our favorite collaborative films to date.
“Radical, Free-Thinking, and Confrontational”
In the film, Gareth delves deep into what punk means to him, emphasizing the freedom it represents for radical thinkers who dare to go against the grain.
Gareth’s affinity for punk culture is evident in every frame, with the film’s glitchy, horror-inspired shots providing a surreal, unsettling atmosphere that captured the raw energy of the design. These moments of eerie tension—something Gareth himself pointed out as his favorite part of the film—add a layer of intensity, echoing the rebellious spirit that defines both the designer and his creations.
Gareth Pugh with his iconic face paint design inspired by the Union Jack, featured in his collaboration with Sunglass Hut for London Fashion Week.
“For me, the whole ideaThe spark that starts it all—ideas fuel campaigns, shape strategy, and turn bold thinking into unforgettable creative. of punk is basically that creative freedom of a radical, free-thinking person who goes against the grain.” – Gareth Pugh
The Film: An Artistic Collaboration
As always, our team at RIOT loves working on projects that push boundaries and bring together bold visions. With this film, we were able to immerse ourselves in Gareth’s visionThe spark that starts it all—a concept is the big idea that shapes campaigns, guiding everything from visuals to messaging., blending punk aesthetics with fashion-forward storytellingEmotion meets impact—storytelling is the heartbeat of branding, using narrative to connect with audiences and drive action.. The film’s editing is as sharp and confrontational as the designs themselves, while the post-production touches bring out the intensity of the collaboration. From the glitchy, unsettling visuals to the dynamic pace of the editing, this project was a chance for us to experiment with creative techniques that reflect both the chaos and the beauty of punk culture.
Gareth Pugh in his London studio, sketching designs for his collaboration with Sunglass Hut, inspired by punk aesthetics and the energy of London Fashion Week.
“The image itself is quite confrontational and quite strong and direct. It just felt very immediate and free and energetic, foreign. – Gareth Pugh
The finished product is an unforgettable visual narrative that captures the essence of both Gareth Pugh’s design philosophy and the rebellious nature of punk culture. It’s a piece that speaks to the power of fashion to challenge conventions, inspire creativityThe spark that starts it all—creativity is the fearless pursuit of new ideas, powerful stories, and unforgettable brand moments., and provoke thought—all while staying true to the daring spirit that drives both the designer and the collaboration itself.
A Radical Fashion Statement
Gareth Pugh’s collaboration with Sunglass Hut for London Fashion Week is a celebration of punk’s lasting influence on modern fashion. It’s a collaboration that doesn’t just showcase a product but a radical vision—one that aligns with the free-thinking ethos of both the punk movement and Gareth’s artistic approach. The tote bag, the film, and the entire campaign speak to the power of fashion to tell stories, make statements, and challenge the norm.
We are incredibly proud to have played a part in bringing this project to life. It’s a prime example of how creative agencies like ours, when collaborating with visionaryAhead of the curve—visionaries are bold thinkers who see what’s next and shape the future of industries and ideas. talent like Gareth Pugh, can help redefine the landscape of fashion, art, and digital storytelling.
