Dress In Print – When fashion meets art

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Dress in Print has been paving its way through Hong Kong after returning from the United Kingdom. The designer behind the brand, Tania Cheung, shares the same vision as Garde Magazine: to cherish creativity in all creators and push the boundaries of fashion design. 

How do you define your design in terms of style and print? 

I wouldn’t say there is a certain style or frame towards my design because I collaborate with different artists each season and I have a different product ranges each time. Therefore, it really depends on whom I worked with and since the inspiration sources are so diverse, there is no restriction or a particular set of styles with Dress In Print’s design direction. I really love to give happy surprises every time I launch a new collection.

How did you come up with the idea of collaborating with other creators? 

My past experience in the fashion industry helped to build connections with artists from different fields such as illustrators, photographers, calligraphists etc. It’s also these talented people who inspired me to have this idea. There are very little opportunities out there for young artists but so much potential so I want to make good use of it. I interviewed our collaborative travel photographer and she said she would have never imagined her work being a fashion print on fashion garments. It was just something she loved to do and all those lovely images were just sitting on her blog up until then.

Personally, do you have any kinds of prints you want to do?

I have different a kind of emotion every time I finish a collection. One of my hobbies is browsing online portfolios on Instagram, Showtime etc. It is so inspiring! I will usually stumble upon an image and I will know it is what I want to work with next. It is like there is some kind of attachment or a flash image of ideas.

How is developing your craft in Hong Kong going for you so far?

It’s been tough and there are so many things left to learn. It is completely different from what I have experienced in Europe. However, I see potential in this market and Hong Kong is a very productive city.

How did you gather the courage to start your own studio in Hong Kong? 

I have always been fascinated by prints and given that fashion design is my foundation, a fashion print label seemed to be the best direction for me to start off with. Hong Kong is a great place for resources and efficiency. I believe this is a potential place to kick start building an art community and spreading our message.

Can you compare the overall feeling between Hong Kong and the UK towards young designers?

The design atmosphere in Hong Kong is more reserved compared to the UK. I feel the design direction is very framed and is less open-minded. In the UK, we are encouraged to be dramatic and be brave, whereas in Hong Kong, I feel like it is more structured and commercialised. People are less likely to be experimental in design due to the local market needs.

What kind of creator do you want to collaborate with the most?
I am very open-minded to working with all kinds of creators; I am looking for designers with a different knowledge base as myself. We have so far connected with illustrators, photographer, musicians, calligraphists etc.

What is your next project? 

Our next project is about how to make fashion move with music. We want to stick a beat into the audience’s heads when they see our products. We are experimenting on a new printing technology with fluorescent ink.

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