Apparel Online India Magazine July 2nd Issue 2018 | Page 37

FASHION BUSINESS
WHILE THE STRIPES, CHECKS AND FLORALS ARE
AN EVERGREEN FAVOURITE FOR PRINTS IN ANY
MARKET THIS SEASON, THE SHOW WAS STOLEN BY
LANDSCAPE VIEWS AND ANIMATED CHARACTERS!
What’s New
“There is a rising
demand for photo-
sensitivity in prints,
meaning patterns
that change colours
and react to the
sunlight when
you step out.
Even reflective
or holographic
materials are a
hot new favourite
amongst the high
street buyers.”
– NV Krishnamoorthy,
Executive Director,
S V Knits
LANDSCAPE: Printing,
embroidering or even knitting
covetable views of beautiful
landscape is a hot new trend
that is personifying our escapist
fantasies. NV Krishnamoorthy
of S V Knits tells our team that
there is a huge demand for scenic
views as centre-placed oversize
prints. Buyers (mostly from
Europe) are going beyond
the basic stripes and are
asking for “multi-coloured
views of surf destinations
and places you see when
you hike up mountains on tops
and T-shirts.”
Krishnamoorthy adds that while
digital printing dominates, he is
seeing a rising demand for photo-
sensitivity in prints, meaning
patterns that change colours and
react to the sunlight when you step
out of a building. Even reflective
or holographic materials are a
hot new favourite for the high street
for adding novelty to prints. This is
perhaps a next step from last season’s
photo-prints as many of these prints
stay true to their life size.
TIE & DYE: Good news
for Indian manufacturers!
The ancient resist-dyeing
technique, popularised by American
hippies as tie & dye is back with
a bang on international runways.
The print was seen mostly in a
very basic version on T-shirts and
sweatshirts but some employed
sections of tie and dyed fabrics in
reworked shirting and as a print on
jackets and parkas.
TOONS: An off-shoot of hip-
hop inspired fashions of the
Amiri
Dior Homme
streetwear wave, everyone
from The Simpsons to anime
characters, are making an
appearance on the runway this
Spring. As if this animated
parade wasn’t enough, CFDA,
the organiser of New York
Fashion Week has entered an
alliance with Cartoon Network.
The alliance will pave way for
both fashion designers and the
cartoon conglomerate to work on
partnered merchandise.
This move has already translated into
one of the season’s major print trends
and needless to say, we will be
seeing many more of these animated
characters and cartoon scenes
dotted across various runways in the
women’s fashion week as well.
Pete Yoder, VP, Cartoon
Network Enterprises – North
MSGM
America says, “It’s a huge
priority for us because we want
to address our fan base with the
more traditional licensed product
that’s more accessible, and we
also want to give our super fans
something special that they can
call their own.”
FLORA: At Dsquared2, florals
were printed on PVC for sleekly
sporty shirts, wh ile Amiri and
Ann Demulemeester channelled
flower power in dainty sheer
materials. Kim Jones left no flower
untouched for his first collection
for Dior Homme where we saw
renditions of the print in dark, light
and softly tinted backgrounds.
The boys in floral take a very
confidently feminine approach as
most designers are using it as an
all-over print.
www.apparelresources.com | JULY 16-31, 2018 | Apparel Online India
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