It wouldn’t be an overstatement to call designer David James a pillar of global fashion creativity. After more than twenty years, his relentless pursuit of innovative materials for print and packaging collateral has helped to shape the look and feel of Prada and many others. Early in his career, David asked ARTOMATIC to print a brochure for a seminal sports / fashion label, Moto, onto a medical grade soft PVC made by ICI — the idea being to capture the essence of the clothing’s unapologetically synthetic fabrics without imitating them.

David worked his design around the limitations of printing onto a soft and dimensionally unstable substrate with big, bold graphics and intense colours that seemed to emanate from within the material rather than on it.