History is imperative for fashion. Trends form trends that, in this case, started as a way of life. But the main reason I sat down to write this article was to explore the demand for certain prints over others. Fashion has explored only a small selection of prints over the years, and even then many repeat season after season.
Technology has provided a new medium for labels, from heritage brands to avant-garde innovators, to explore and express their identity and style, and to take the stories, ideas and icons who that provided their foundation forwards into a new digital dimension. We take a look at the brands which are doing it best, through a few of the technological treats on offer.