World famous fashion designer, Henry Holland has recruited an Oce Arizona UV Flatbed printer together with a giant angled mirror in what was a first for the fashion world.
Henry Holland on the catwalk
The technique created the illusion that models at the show were walking on clouds was used for his London Fashion Week catwalk show.
To set the scene for the show, the catwalk was created in a multi-storey car park in Brewer Street, London, an urban concrete and spacious environment. Mr Holland’s objective was for the audience to soak up the gritty car park atmosphere before being dazzled by his sophisticated, but hard-edged, clothing line.
It is believed to be the first time that such an innovative project using wide format print and mirrors has been used at a fashion show.
Mr Holland said, ‘This project has really opened my eyes to the capabilities of wide format printing. It’s hugely exciting to be able to construct eye-catching, impactful, temporary spaces and environments using a printer like the Arizona.
‘Designers spend so much time and money creating their clothing lines, but it’s the imagery from the catwalk show that speaks to people in the fashion world and will be shown again and again throughout the season.’
Mr Holland worked with Canon and London-based, wide format printing company Displayways to bring his concept for the show to life.
He explained, ‘I met with Canon and Displayways to discuss the concept for the catwalk show and they talked me through the different possibilities, including the Arizona and the substrates that we would work with. Our aim was to create an aura effect around the models.’
The cat walk set in construction
