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Fashion brand turns to print with Jet Press 720S

With the main promotional channel today for fashion brands being online, some say that the medium has become saturated. UK-based art director Paul Hetherington and fashion photographer Nick Knight took this into consideration when they were asked to promote fashion brand, Alyx.

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The high-end B3 fashion catalogues were printed on Fujifilm’s Jet Press 720S

They set out to identify a print format that would help Alyx stand out. The brand already has a strong online presence, so the addition of print would be highly beneficial for the brand.

Hetherington says: “Around three years ago, when I started working with Alyx, I began seriously researching the print industry because I realised that I just didn’t know what was out there. I’d been hearing about the increasing quality of digital print and this prompted me to take a closer look.

“Alyx was planning to create an A5 format ‘look book’ to promote the brand to fashion editors, but I became convinced that a short-run of large, B3 format catalogues—with Nick Knight’s striking photographs—could be a powerful way to get the brand noticed by key influencers in the industry.”

FA Service, an early adopter of Fujifilm’s Jet Press 720S, was chosen to print 300 catalogues, which went on to be seen by some of the most influential fashion editors in the world.

I'd been hearing about the increasing quality of digital print and this prompted me to take a closer look

Hetherington explains: “I started attending every print trade show and ‘open house’ event I could find. At one of these I came across some of Fujifilm’s Acuity wide format printers. Though these weren’t quite what I was looking for, I was struck by the quality and signed up to a Fujifilm mailing list to keep a close eye on what they were doing. I went along to a Fujifilm open house event in Bedford in 2015 and that’s when I first came across the Jet Press 720S. Seeing it in action, I was even more impressed.”

Hetherington adds: “I can honestly say that, in my three years of in-depth research into the print industry, the Jet Press 720S is the single most interesting and substantial piece of technology I have come across. It was perfect for my needs for so many reasons: the format size is exactly what I required, the quality is extraordinary, and the wider ink colour gamut makes a huge difference, as standard process CMYK can be really disappointing for vibrant fashion colours.

“I’m delighted with the results and I would highly recommend the Jet Press 720S to anyone who is looking for a short print run of outstanding quality.”

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