The Gareth Pugh Spring 2010 collection showcases charcoal colors, somber faces and an altogether apocalyptic feel which represents anything but a blooming spring time.

Featuring models that look like they just saw the sky fall down on their house, the collection shows that Pugh is not afraid to push the envelope. The Gareth Pugh Spring 2010 collection is a bold step towards the future of fashion… and possibly the end of the planet.

Implications - No longer looking for soft styles, consumers are attracted to darker aesthetics. Products that feature a more statement-making element are appealing to those who want to stand out. Brands attempting to solidify their place on the market could develop more of their items with this in mind.