Sunderland-born fashion designer Gareth Pugh has been labeled by some as "the new Alexander McQueen", in part because of his extreme vision and dark theatrical aesthetic. His collections are made up of gothic themes thought up from his squat in Peckham - his imagination and enthusiasm is what draws people to his shows. Gareth Pugh was featured at Fashion East showcasing his designs alongside heavyweights John Galliano and Karl Lagerfeld.