Print Designer Q&A


Meet Alex Farmer, our in-house print designer. With prints being such a strong trend for spring/summer '12, we caught up over a cup of tea to discuss the inspiration, technique and passion behind the beautiful prints she has created this season. How long have you been designing for Reiss? I've been working with Reiss for about a year and I've particularly enjoyed this season as it's so strong for prints. How long have you been a print designer? I've been a print designer for 12 years, working with a mix of high street and designer brands including Temperley, Marc Jacobs and Liberty. What's your print style? I have a very illustrative, feminine style which leans towards florals. Who's your print icon? I don't have a print icon as such, but I do love florals, illustrative design and Liberty is a constant inspiration - I love the fabric and scarf collection, they're so British and very beautiful. Why are prints important this season? I think people are looking for fun and individuality in fashion and these unique prints offer that, along with a greater sense of value for money. What was your SS12 inspiration? We were very inspired by Oriental florals, feathers and exotic birds like flamingos and bluebirds in tropical but sun-bleached tones. How do you wear print? I'm definitely a clasher - I love it. It's a very strong look for the seasons ahead to mix and match colour, print and texture. What technique is used? I hand draw all of the prints which are developed and later digitally printed. This is increasingly more common, as digital prints have greater scope for colour, depth, scale and flexibility, allowing you to be more creative. How many unique prints are in the SS12 collection? I believe there are fifteen or more unique prints across the spring/summer '12 collection. Do you name your prints? I don't name the prints, I design something and it's then played around with by the design team on various garments and fabrics until something feels right. One drawing can lead to a whole different path than the intended one. Favourite fabric to work with? I love working with silk and feel that this season's prints work particularly well with this kind of fabric. It has the delicacy and femininity to carry the print. What's your favourite print? I do love the print on the Balbina dress as a lot of work went into that particular print, but I also love the cute bird tees. What's on the horizon for next season? Reiss has developed its own unique style which follows an illustrative and romantic form, so next season will mirror this. Prints will be soft and shaded, with an exciting move-on from this season.

- The Tropic top

- The Kara shirt

-The Juna t-shirt

- The Danni top

- The Dani top and Molly skirt.

- The Balbina dress

- The Liz button-back top