Making Textiles Sing: From Blank Fabric to YouTube Sensation in Five Days
800 yards.
Printed, shipped, cut, and sewn.
Lights. Camera. Action.
All in five days.
In collaboration with on-demand fashion manufacturing startup REFASHIOND OS, Kornit Digital recently provided fast, eco-friendly, just-in-time custom fabrics for Missy Elliott’s music video directorial debut*, featuring the song “Twerkulator” by City Girls. As of this writing, the video has nearly 4 million views on YouTube.
“The magic was in the quantity,” says Misa Hylton, designer and stylist to many of the recording industry’s most notable artists. “Printing enough fabric to create an entire room and dress the talent and dancers would’ve been impossible in that timeline. Because of digital printing, the creative possibilities are infinite! With this capability, we can do whatever we want.”
As the cornerstone of any microfactory proximity production model, Kornit Presto offers versatile, retail-quality impressions on multiple fabric types using a single-step process and eco-friendly, pigment-based inks for brilliant graphic detail and color gamut on a moment’s notice. In this instance, Kornit’s technology produced in quantities unthinkable with other mechanisms, at the push of a button.
“The customization capabilities…these are tools that all creatives can use,” says Tamiko White, fashion entrepreneur, brand consultant, and author of Careers in the Fashion Industry. “The possibilities are endless.”
Read more about REFASHIOND OS, their vision for transforming the modern fashion supply chain, and how this music video project came to demonstrate what a truly streamlined, digitized fashion supply chain can accomplish in this recent profile by WWD. (subscription required)
*- Warning: Explicit Content
