Problems with prints...

Digital print has always been a recurring trend in the fashion industry. In more recent years the rise of digital print has risen greatly, mainly due to the fact that more designers are discovering the benefits from this form of design. Going digital outweighs the problems faced through traditional printing techniques and ultimately can transfer any image onto fabric in a short period of time. This new source of technology frees the designer from many of the physical demands of production and allows them to focus on other areas of their work, ultimately saving time. So why are more designers risking their individuality to conform to this popular form of design?

Print in fashion can be dated as far back as 200 AD and has remained a distinct trend in the fashion industry ever since. Designers such as Basso & Brooke, Mary Katranztou and Alexander McQueen have all been renowned for solely using print in their collections. Each of these designers has created iconic prints which have made it easy to identify them. As digital prints are continuing to get more recognition within the fashion industry, more up-and-coming designers can gain recognition alongside other progressing print based designers such as Erdem and Basso & Brooke. The fact they are so easy to produce and have the potential to be so unique is why more designers are finding this means of design so appealing. A designer can become instantly recognisable just from a digital print, which is an obvious reason to why it has become such a popular mode of devise.

However, there are many areas which uncover flaws from succumbing to this digital revolution. The fact that creating digital prints has become so easy means that there are more emerging fashion designers who can compete with large established houses and overall leads to a lack of originality and a rise of competition. A major problem found with digital print is it’s very difficult to continuously create new ideas and stay ahead of the game because you’re followed very quickly by other people.

More high-street stores find cheaper ways of producing their products and can therefore go on to sell them for lower prices. With digital prints being so easy to produce, any designer print can be replicated in a quick period of time. These high street brands are able to make money off an imitated print, which goes to show how fraudulent some companies can be within this industry.