This summer, prints seem to have been very influenced by digital printing technology, with lots of examples which appeared in the catwalk shows now making their way onto the rails; Prada, the late Alexander McQueen and Matthew Williamson to name a few.
PRADA Summer 2010
Because of its flexibility and beauty of placement printing we will continue to see digital printing used commercially in fashion. Designers are willing to pay the price for the more expensive digital fabric but these are coming down and it is considerably cheaper than it was even 2 years ago.
I saw a lot more companies (mainly Italian) at Premiere Vision offering digital as well as conventional printed fabrics. The perfect product for this technique is the scarf. Sadly it’s often too expensive for small-scale designers to get involved in creating scarves as the quantities required to make the numbers work are too big, and unless you are a skilled printer they are very time consuming to produce oneself. I know because I have tried and although I was able to sell at great shops such as Paul Smith, Joseph and Bergdorf Goodman ultimately I couldn’t compete with the lower prices that manufacturers were getting from China. But as I said digital printing is becoming more affordable so look out for it on more scarves whether in Liberty or coming to a high street near you.
Posted in fashion, pattern, printing, technology, textiles, trends
