Pam Hogg showed her AW10 collection to an audience of press, buyers, Celebrity and VIP guests at OnIOff on 22nd February 2010.

“The title for the collection came to me when I ventured back to an empty studio six weeks after my previous show to find a lone unused white bustle curled up in the middle of the floor looking like a discarded halo. I placed it on my head and started to visualize the entire collection. In a revelation I came to realize that I tread a fine line between heaven and hell in trying to execute my ideas, and that the way I work is almost religious. The unconscious flagellation of fasting and isolation, being so consumed by my work that I fall at times into despair and eventual elation when I’ve cracked it. It’s like I’m in a semi conscious trance when I eventually get in the zone and the resulting experience can feel like reaching or almost reaching the unattainable Holy Grail.”

“The only thing that was written down was ‘A walk through the Valley of the Shadow of Darkness’, which I scribbled onto my wall as it came into my head, everything that followed unfolded instinctively onto fabric. There are several meanings to the title and they are intertwined throughout the collection.”  Pam Hogg