With London Collections: MEN just around the corner, Selfridges has announced that they are teaming up with Gareth Pugh to conceptionalize a vision of the imagery behind his menswear collection. Inition has been tasked with creating this vision for them and they will harness virtual reality, promising something that has never before been seen in a shopping space.

Gareth Pugh is no stranger to a collaboration having previously created a makeup line for MAC, designing a limited edition bottle for Absolute Vodka and collaborating with artist Matthew Stone to create the soundtrack to his AW13 paris show. You can check out .Cent’s own commissioned art piece of Gareth Pugh’s AW13 collection here.

More recently Gareth has collaborated with Chrome Hearts on a 14 piece collection that includes floor length skirts and leather ‘jackets with halo’s’ amongst other pieces. This collection will also be available in the Selfridges ‘Wonder Room’.

We are excited to learn more about the Monolith Installation, how could you not be excited at the prospect of immersing yourself in a virtual reality that will take you through the visual influences behind Pugh’s next menswear collection…..