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BEHIND THE PRINT: MOONLIGHT SHIMMER

01.04.16

Exclusively designed in house each season, the Reiss prints are a key part of any spring/summer collection and this season, it’s the tonal blue and grey Moonlight Shimmer design that steals the focus. We look a little closer into what it takes to go from an initial idea to a print that captures the mood of the season as well as the brand’s identity in our Q&A with print designer, Eva Haluszka. Shop the SS16 prints collection.

How did you go about sourcing inspiration for the print?

I had in the back of my mind that I wanted to create a print that was modern and youthful, but still in-line with the collection and in-line with the Reiss aesthetic. At the beginning of the season I always source a range of inspirational imagery. For the Moonlight Shimmer print in particular, I looked at some of the same artists as who helped inspire the lace designs, creating consistency throughout the collection and linking the pieces together in a subtle yet meaningful way.

American photographer and painter, Edward Steichene, initially inspired the layering techniques that I used. I also looked at the work produced by 1940’s beauty photographer, Fernand Fonssagrives, who created sculptural shapes and intricate pattern using light and shadow, and artist Jacqueline Lawrence. These were the kinds of shapes that I wanted to create within the print.

How and when does the process begin?

I start working on a print about a year before the product drops in store and online. Designs change so much along the way that it’s so different by the time it goes into production compared to when I initially start sketching. At the beginning of the season our Creative Director, James Spreckley, proposes a colour palette that should run through the collection and we work with that. Fresh, light shades are always a winner for summer.

What was the process behind the Moonlight Shimmer print from sketch to final design?

New print designs should always have an element of newness to them but also be a move-on from previous seasons. I know that lace captures the Reiss sensibility perfectly so this was a great starting point. The entire Moonlight Shimmer design was created on Photoshop, but I started by scanning a swatch of lace into the computer. I then cut the image into slices and experimented with layering and close-ups. Whilst most lace tends to have a floral focus, there is also a more graphic element to the design so I zoomed in closely to these tiny cut-outs and experimented with proportion to create a snake-like pattern. The combination of animal graphics and lace result in something contemporary yet feminine. The final design was then applied to existing silhouettes.

Ezra maxi dressTash top, Rockie pleated midi skirt, Valetta dress

HOW TO STYLE THE PRINT

With a print as striking as this, the key to styling is to keep things simple. Minimalistic accents in the right colourways will elevate your look in a subtle yet sophisticated way. Choose neutral tones like blush-pink and nude to emphasise the summer-ready aesthetic or alternatively, stick to black accessories that will ground the print.