Madrid, Aug 5 (EFE) .- Plastering personalized drawings on fabrics that make a signature recognizable makes digital printing one of the fashion trends of the moment, in which creativity and technology form a tandem that permeates the creations of consolidated firms and other emerging ones.
The “tie-dye” prints in the seventies hippies, the shiny leatherette in the eighties or the mixtures of velvet and glitter of the two thousand. Fashion marks different eras not only through patterns and silhouettes, but also through fabrics and techniques, among which digital printing makes its way thanks to the power of personalization.
Since the last edition of Haute Couture in Paris by the hand of the designer Yuima Nazakato, who together with the technology developed by Fujifilm tried to recreate in his garments iridescence similar to the glows of the northern lights in signature fashion and emerging firms, the drawings on the fabric become vehicles of expression for fashion brands.
The firms evolve hand in hand with technology, a breeding ground that results in a fashion in which motifs win over patterns, through drawings that each brand configures in order to create unique garments to turn into your stamp through digital stamping, the result of designs made virtually.
“We are in a globalization system in which we all dress the same and do not give the personality we owe to clothing,” designer Esther Noriega explains to Efe, who has been betting on this technique for several years in her creations, with which she has penetrated the market in Europe and also in Asia in collections that recreate from the pictorial world of Gustav Klimt to botanical gardens.
In addition to personalization, the variety allows, according to Noriega, to broaden the range of clients of the firms. “A dress of the same pattern can reach someone who opts for floral prints and also who likes geometric”.
“The models are multiplying”, he explains about his sales, stating that “depending on the area of the world in which a garment is sold, a specific pattern works more”.
Either through purely digital or vectorized designs, that is, by turning a hand-drawn drawing into digital mode, digital stamping is a complex technique. As highlighted, the choice of fabrics is essential, which determines the different designs with their fall.
For Eduardo Navarrete, designer and former contestant on the program “Maestros de la Costura” (TVE), digital printing is “the fundamental characteristic” of his brand. Technique for which he bet from his first collection, “Demencia”, in which his own face became a motif embodied in different garments.
“It was the key to success and I think that currently it is what differentiates us from the rest,” says the creator.
On fluid patterns, sportswear, casual style and swimwear, Navarrete continues to bet on this technique to give life to his garments, and proof of this is his latest collection “Teatro Chino”, in which, inspired by circus aesthetics , drawings and images of this universe rest on different patterns.
“Printing is fundamental for us because it helps us to link all the pieces in the collection”, explains Irene Romero Massia, Creative Director of Cherry Massia, who conceives this technique as a way to link the concept of each collection with each garment.
Through this technique it is “easier to include concrete references to the concepts of the collection”, making use of symbols and enriching the collections with illustrations that contribute to building the character of the firm, which opted for the figure of the centipede as an element. of stamping on the garments of his past collection.
“Printing gives an extra touch to what we do”, says Zsolt Nagyváti, from the duo of creators behind the Marlo Studio firm, who in garments with simple patterns and silhouettes bet on “Illusion”, their latest collection, for digital printing as hallmark in “eye-catching, decorative and futuristic” motifs.
Through these drawings, the firm tries, according to Nagyváti, to “find a way to convey what each collection means”, reinforcing its idea from small drawings that are repeated in patterns to typographies or elaborate details that allow “to create more garments. interesting “that go beyond plain fabrics or classic motifs.
“In this collection we have made garments that recreate robots, so you have to calculate the pattern and make a 3D design that adapts to it, squaring the measurements exactly”, he points out about this “complicated technique”, in which the Stamping must be positioned exactly to the pattern.
In addition to signature design, urban and commercial firms such as Mod Wave Movement or Grymy also opt for this proposal, which makes its way as a technique of the future thanks to the power of personalization.
Maria Muñoz Rivera