Fashion is all about suspense and surprise. It is something that makes you stand out if you’re carrying something really voguish that would grab everyone’s attention with just one look! The stores and runways these days are full of clothes with intricate prints—not just flowers but unique, often enigmatic designs resembling artwork. Behind this profusion of patterns is a familiar piece of technology, the digital printer. Fashion moves in cycle but digital prints have just recently become an integral part of contemporary fashion. These prints have become so popular that every devoted fashion freak has at least 3 to 4 pieces of digital prints in their wardrobe. It is one of the latest trends which is being religiously followed by every fashionista and thus tops the ‘must designs to make’ list for all the designers! Digital printing lays down a whole image on fabric, like on paper and has been used for years to put images or self designed and customized by designers themselves on different pieces of cloth which would eventually become an uber chic shirt piece or a quirky handbag! People have had too much of flowery designs and embroided patterns, anything new would definitely appeal more to them, thus these quirky prints have provides a new breakthrough in the world of fashion.
Different brands these days have cleverly used this technique and produced bold and jaunty designs perfectly amalgamated with statement colors which are truly an eye candy! Before this these chic retro pinups, vintage, comics, pop art designs were only confined to a tee shirt, we can easily flaunt them in our desi attires! The truck art and pop arts have truly rocked today’s fashion especially the fashion runways. Let’s have a quick look at different designers and brands that cleverly made an interesting and awe inspiring use of digital printing!
Zeeniya lawn by Deepak Perwani:
Deepak Perwani Zeniya Lawn Summer collection contains bold and bright colors that are ideal for hot summers, and can be easily flaunted at any day affair, evening functions and special gatherings. The zeniya lawn consists of multicolored digital fine prints and classy fashion techniques that gives an absolute variety of charming patterns and trendy designs for women and young girls. Deepak Parwani PFDC collection had infused fabric with digital print, studded-beaded embroidery, tie-dye along with stretch and crush fabrics. The collection was ultimate sophistication!
Truck art by Rizwan Beig
Rizwan beyg truck art digitally printed line. Is an effortlessly chic collection by Rizwan Beyg. It could be defined as a collection of wearable and affordable digitally produced prints. Rizwan had worked closely with original truck artists to create a line of clothing using ethical practices for his label’s latest collection.
Showcasing a vibrant colour palette, Rizwan Beyn had employed the concepts of flora and fauna using funky and trendy silhouettes. Key elements for this collection were the reinvention of bell-bottoms, flirty ruffle skirts, tailored jackets, jeans, off-shoulder fun tops, the classic sari and the signature 70’s wedges.
Art Struck by Elan
Elan Dresses drew inspiration from vintage art and fashion illustrations, in particular the work of celebrated illustrator Rene Grau. ‘Art Struck Elan’ featured a series of bespoke fabrics, adorned with panoramic art scenes, splashes of paint on vintage maps, sequined cheese bites, bullets, lipsticks, polka dots, graffiti, tincture bottles and comic text which were carefully printed. Voluminous skirts, balloon hemlines, taffeta ruffles, midi skirts, flared palazzos, quirky blazers, peplum jackets, tanks tops in loose-cut silhouettes were the main highlights. Cascading silks and organza formed the base of Elan summer collection 2014. It was a jaw dropping collection!
Khaadi PFDC collection 2014 was inspired by the baroque era. Big floral digital prints, embroidered ensembles in exaggerated silhouettes to portray the feeling of summer. The Eastern silhouettes with options of separates with a lot of layering using embroidered net and lawn. Key trends highlighted were layers, lighter coats and jackets to dress up and dress down. Khaadi also displayed its funky collection of handbags which were also beautifully designed with digital works. They truly have nailed it again this year!
Tina by Hina Butt
Hina butt took inspiration from Sufi mystic to design this collection. Distinct blue, white pottery, eye catchy color palette, embellishment techniques, intricate cutwork and digital prints further enhanced by hand painted pottery of the region. Teena by Hina Butt PFDC collection channeled a modern look in a variety of fabrics such as grip, chiffon, raw silk and organza coupled with silhouettes that vary from voluminous gowns to straighter cuts with a focus on shorter lengths to tapered pants for a sleeker look. Thumbs up for this collection!
This quirky online fashion label has recently become famous because of its funky and mouth watering designs. These clothes depict humor, kitschy oddities and retro pinups! The latest collection features pop art artists and desi pun which fabulously defines a true art party. It consists of illustrative dresses, graphic patterns, painterly prints and surreal silhouettes. Every piece is a must have!
Another online retail store which is a fresh, fun, pop art and kitschy fashion and lifestyle label that feature quirky graphic designs on handbags, tee shirts, cushion covers stationary etc. Their latest collections for 2014 revolves around truck art which consists of utterly fabulous laptop bags, totes and handbags along with cushion covers, stationary and apparels! They have done an amazing job and all the items are worth the grab!
Apart from these many other brands and designers have stepped into the digital world and are not shy to experiment with different designs. This trend has created a lot of buzz and it is surely here to stay. It’s been great to see creative fervor making a shift to a more professional approach within the industry as a whole and taking the fashion to another level. Today fashion might be all about the business but it still has a firm grip on the artistic integrity of the designers. We do not know what’s next on the fashion page but for now the fashion aficionados are going gaga over these digital prints!
Published in The Nation newspaper on 11-May-2014