This year, as well as numerous designers and fashion enthusiasts alike, the wide-format print and signage industries played a part in the activities.

Using the show as a platform to promote the sustainable benefits of dye-sublimation printing, Epson sponsored fashion students using print in their designs.

Hannah Sosna and Lottie Everett were chosen to receive the bursary due to their use of print within their collections and the thought behind the concepts. Epson also donated a new 24” SureColor SC-F500 dye-sublimation printer to the university, which joins its existing 44” SC-F6200.

Heather Kendle, market development manager at Epson UK comments: “Both used print to support strong shapes, avoiding overpowering colours, while still creating strong imagery.

As dye-sublimation uses a heat press to transfer dye onto fabric, the technology allows designers to print on-demand and source only the material needed for each design”

“In Hannah’s case, the use of colours in a fairly structured menswear range was refreshing, and Lottie’s link to South American architecture showed her ability to include cultural references into fashion.”

As dye-sublimation uses a heat press to transfer dye onto fabric, the technology allows designers to print on-demand and source only the material needed for each design. This reduces over-ordering of materials and as a result creates less waste. With fast fashion a topical issue in the fashion industry, dye-sublimation provides a solution to this.

In another area of the 2020 event dedicated to fashion, limited edition garments made using upcycled advertising vinyl were on show.

The result of a collaboration between Ocean Outdoor and zero-waste fashion label, Vin + Omi, a range of sustainable pieces featured in the brand’s AW20 [Autumn/Winter 2020] collection.

Ocean will promote the fashion range across its UK advertising screens

This isn’t the first time upcycled vinyl materials have been reused in the fashion industry, as last September, Team GB athletes carried a collection of contemporary bags made from used vinyl panels from Ocean’s advertising displays at the SS20 [Spring/Summer 2020] London Fashion Week show.

Ocean has also launched an Ocean for Oceans sustainability initiative which Vin + Omi supports. The brand is using repurposed vinyl ads to create a limited-edition retail line to support marine conservation.

A spokesperson from Vin + Omi comments: “We believe that Ocean Outdoor’s approach to digital advertising is responsible and our ongoing partnership highlights how digital advertising is another way forward for a healthier environment.

“We share the same passion for a more sustainable approach to both business and the environment.”

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