FRIDAY 17 DEC 2021 3:31 PM


Roland DG, a digital printing solutions provider, has developed the world’s first press release printed onto a dress. This campaign puts a creative spin on the use of comms channels for brands operating in the fashion, textiles, and printing industry.

Using a textile printer, Roland DG printed white ink and bright colours onto a dress with text that describes the product’s unique qualities. The dress was created in two fashion capitals of the world, having been designed and sewn in London, UK, and printed using the Roland Texart XT-640S-F in Milan, Italy.

The printing solution presents an opportunity to boost company sustainability by enabling print-on-demand and reducing waste. Stephen Davis, EMEA marketing director at Roland DG says, “We worked with our Italian textile customers to design the machine, purpose-built for the ‘fashion drop’ generation, so it only felt right to continue our collaboration with industry creatives to bring the “dress release” to life.”

To create the pattern, Roland DG collaborated with designer, Fabia Goff, who has previously worked with brands such as John Lewis and Laura Ashley. It incorporates textual elements of a press release alongside a design inspired by current fashion trends and Japanese art and culture to celebrate Roland DG’s Japanese heritage.

Fabia Goff says, “The brief from Roland to 'show off' the printer’s capabilities through the pattern design and creation of a garment was not only fascinating but a career first for me. Right from the start of the project, I wanted the pattern to be on trend, incorporating the bright colours we will be seeing on catwalks throughout 2022.”