Fashion Goes Digital at the Third Annual Epson Digital Couture Project Event
Double digit growth from 2016 to 2021 is making digital textile printing one of the most exciting market opportunities in the visual communications market. According to a recent report by Smithers Pira, “The Future of Digital Textile Printing to 2021”, the global market is valued at €1.17 billion in 2016 with growth forecast at an annual average of 12.3% though 2021. This will see the market more than double in value over five years, reaching €2.42 billion in 2021.
The volume of fabric printed with digital inkjet equipment continues to grow according to the same report. Smithers’ analysis shows that digitally-printed fabrics will grow from 870 million square meters in 2016 to 1.95 billion square meters in 2021 — a 17.5% CAGR.
The greatest acceleration across the study period will be in clothing, which has the key sub-segments of fashion, haute couture and sportswear. Epson, acknowledging this huge market opportunity, brought digital textile printing to the fashion design community in a one-day event in New York City on February 7. Its third annual Epson Digital Couture Project event, leading up to Fashion Week in New York City, is built around the theme “Textile Stories.” This year 13 design teams from North and Latin America leveraged Epson’s textile printing solutions in a one-of-a-kind fashion presentation, showcasing the design possibilities fueled by digital technology.
“In the high-fashion business, nothing stands still. The designer’s vision is constantly advancing, ultimately creating and driving fashion trends that change how we look and feel,” says Keith Kratzberg, president and CEO, Epson America, Inc. “Our goal with the Digital Couture event is to spotlight the power and potential that digital printing technology plays in the apparel industry. From haute couture to sports team apparel, Epson technology gives designers and apparel manufacturers the digital platform necessary to launch the next great design.”
At the Digital Couture Project event, each designer or design team told a story through their collection via textiles created with Epson dye-sublimation and direct-to-fabric printing technology. The event featured collections from 13 designers from North and Latin America:
1. Argentina – Vanesa Krongold: Born in Buenos Aires, Vanessa Krongold is a 2010 graduate of Universidad de Palermo, with a degree in Textile and Garment Design and Fashion Production. She also studied at London’s Central Saint Martins School of Design. Her first collection, Paraíso Google, released in 2012, was a part of the Ciudad Emergente festival, which supports new designers as well as emerging bands.
2. Brazil – Daniel Barreira: Born in Sao Paulo, Brazil, Daniel Vecchio Barreira is a self-taught designer who started working in fashion by chance. As a young designer, he drew silks for surfboards before moving on to clothing and denim. And he’s never stopped. In his factory, Daniel creates and produces for Brazil’s best brands, overseeing the entire production process, from laundry, dyeing and transfer to cut, sewing and finishing. He has also successfully launched his own brand, UQBAR, which showcases his passion and inspiration and aims to delight the senses of every fashion lover.
3. Canada – Sarah Stevenson: Textile and clothing designer Sarah Stevenson founded her namesake label in 2010. Sarah Stevenson Design is a luxury womenswear brand that focuses on original fabrics featuring Sarah’s own artwork. Sarah received the 2014 Swarovski Emerging Talent Award at the inaugural Canadian Arts and Fashion Awards and, in 2013, won the Toronto Fashion Incubator New Label’s competition and the Suzanne Roger’s Award for Most Promising New Label. Her approach to clothing as “Wearable Art” has garnered significant media attention and has been featured in such magazines as Vogue Italia, Women’s Wear Daily, Elle, Fashion and Flare. Sarah has a Master’s degree in textile and clothing design from Instituto Europeo di Design in Milan, Italy.
4. Chile – Daniela Hoehmann: Daniela Hoehmann is the designer behind the brand Roberta. Daniela has a degree in International Business and later studied two years of industrial design in Diego Portales University. Following this, she enrolled in the clothing design program at INACAP for her second degree—and the one that would lead her down her professional path. Her love for clothing came later – after passing through several careers – and it’s become her life. Daniela’s biggest influences are her mother’s eccentric taste for fashion, mixed with the embroidery and knitting that her grandmother taught her.
Denise Gustavson is the Editorial Director and Special Projects Editor for the Printing & Packaging Group, which includes Printing Impressions, packagePRINTING, In-plant Graphics and Wide-Format Impressions magazines, among other brands. She is also the Editor-in-Chief of Wide-Format Impressions.