The trend is the holographic effect on clothes and accessories. Security hologram as a means of combating counterfeiting Problems of goods protection

If you've been following the spring collections, you'll probably remember the holographic offerings at Burberry Prosum, Stella McCartney, Jonathan Saunders.

In the photo - the show Jonathan Saunders Spring 2013

How to start wearing things with a holographic effect? You should not target a holographic outfit "a la alien". Try starting with a holographic accessory. Or from any one holographic thing (trousers, jacket, blouse). The main difference between such things is brightness and showiness at low cost. Synthetics are not expensive!

Even last season, ordinary Oxford shoes became brighter: with colored soles or with colored elements. And this season, special chic - boots with a holographic effect. We recommend to buy:

And, of course, a holographic thing will be a great way to create an elegant look for a party. But try not to get carried away with the holographic effect, there should be only one such thing in the image (blouse, trousers, vest)! And the rest of the items are better to choose without a print, smooth and plain texture.

Apparently, the latest technologies, which have been developing so rapidly over the past few decades, are to blame for everything ... Since fashion is becoming more and more industrial, space and industrial. This season, the “hologram” sign, familiar to all of us, is not only a distinctive feature of licensed products, but also one of the most striking trends of the autumn season, which promises to remain a hit in the spring!

Pants, shoes, bags, jewelry, accessories and even nail polish - everything should shimmer with a holographic sheen. The one who is truly carried away by the new trend is the Blumarine brand, the entire collection of which literally shines with holographic modulations. But other designers did not stand aside: Proenza Schouler presented an excellent clutch, Stella McCartney made a nod to gadget lovers and released a holographic case for the iPad, and See by Chloe brand has excellent pumps with a holographic overflow.

The Blumarine brand is seriously carried away by the theme of the hologram: the entire collection is one sheer brilliance!

Great suit ... for a space expedition!

Of course, you shouldn't completely put on a holographic bow, otherwise the glory of a new space hero is guaranteed to you! However, you can bring a little sparkle to your wardrobe by choosing, for example, accessories with a hologram effect or having a trendy manicure with a holographic glow. Although many world bloggers insist that the newfangled trend will last at least in the spring, I think you should not get too carried away with the topic of “hologram” - as practice shows, such trends are very fleeting. Although classic pumps or a clutch in this style are still a good idea!

Trendy manicure with holographic glitter for those who do not want to risk buying bright things, but at the same time want to try a new trend.

For special fans of the holographic theme, there is such a thing.

And such a fashionable and spectacular belt will decorate any wardrobe.

A trendy fabric called a hologram is familiar to everyone from the 90s, but has long been forgotten. And now, a few years ago, she again blew up the fashion industry with her bright comeback. The main scope of this matter is carnival costumes, outfits for theatrical and dance performances. But the most demanded paths of the hologram are precisely sports dances and all their modern types. All movements in clothes made of this material look much more spectacular and distinct. In general, the fabric is able to give a festive mood and an unforgettable experience. In addition, we can observe a hologram in fashionable youth clothes of popular mass markets.

The canvas itself is quite elastic, perfectly stretches and does not absorb moisture. Wear resistance depends on its application. Before you buy a hologram, you need to know about such advantages as unpretentiousness in care. After all, besides the fact that it is not subject to pollution, it can be washed in a typewriter, but preferably with liquid powders without bleach. Ironing is not required, because the material dries in a few hours.

Holography, as a cost-effective and extremely reliable method, today occupies one of the leading places among anti-counterfeiting tools. Government agencies supply visas in passports, passes, certificates, licenses, banknotes and other securities with labels with shiny rainbow images.

Product protection issues

Increasingly, honest manufacturers of goods who invest a lot of money in advertising their goods and gain the trust of customers for years by producing quality products are increasingly faced with fakes. To prevent counterfeiting on the market, manufacturers often resort to changing packaging, regularly informing consumers about the quality of the packaging and the printing used on the packaging. But statistics show that only one month passes from the introduction of this kind of new products to their fake. The use to protect goods from counterfeiting is gaining more and more confidence. A hologram is not necessarily a small self-adhesive label. Today, the use of holographic packaging, both polymeric and based on paper of various densities, is becoming more and more popular. Holographic paper is an ideal material for labeling both glass and plastic bottles. On the one hand, the holographic element reliably protects the product from counterfeiting, on the other hand, it attracts the attention of buyers to the bright, iridescent packaging. Hologram and holographic materials are becoming more and more popular all over the world. This is probably the most beautiful method of protection. What is a hologram?

What is a hologram?

Hologram in Greek means "full record". Unlike a photograph, a hologram contains all volume and energy information about an object. Holography received practical and commercial development after the invention of the laser - a source of coherent radiation. A hologram is a registration of the complete wave field of an object on a photosensitive material in the form of a microrelief image. When light falls on the microrelief, a diffraction phenomenon occurs, causing the image on the hologram to shimmer with all the colors of the rainbow, which gave the name to rainbow holograms. The method of registering holograms and subsequent image restoration is based on the phenomenon of light interference. The dimensions of the individual elements of the holographic microrelief are comparable to the wavelength of the laser radiation - fractions of microns, which in terms of the number of dots per inch (dpi) is about 1500 dpi. Even the most advanced copying and printing technology is not capable of reproducing such a resolution. This is why holograms are the most effective visual anti-counterfeiting tool.

The most widely used are holograms made using the technology of self-adhesive labels, which are applied to the object to be marked manually, using a label gun or labeling equipment. Self-adhesive label can be pasted directly on the product, packaging, letterhead, etc. Holographic security labels are made on the basis of multilayer films, so when you try to remove the label from the product, it is destroyed, and the attacker will not be able to use the hologram again, i.e. transfer the label to a fake.

Holographic foil for hot stamping has all the informational properties of holograms, but application to the surface is carried out using standard hot stamping equipment. It can be a manual press or automatic printing equipment. Most often, holographic foil is used to protect documents, securities, labels for exclusive cosmetics, alcoholic beverages, etc.

Holographic scratch is a special type of foil for hot stamping. It differs in that the scratch surface is easily scratched, and hidden information can be placed under it. Most often it is used to protect the code on plastic cards and in the lottery business.

2D and 3D holograms

If the variety of execution of holographic materials is dictated by the scope of application, then the main types of holograms are determined by recording methods. There are 2 main types of rainbow holograms - 2D and 3D.

A 2D hologram is a collection of areas with different color effects. As the angle of rotation of the hologram changes, the colors change sequentially.

The 3D hologram contains the effects of multi-colored volumetric plans. When the hologram is rotated in the horizontal plane, the plans are shifted relative to each other. A classic 3D hologram is an optical representation of a real object. Holograms are usually produced on a metallized polymer base (lavsan, polypropylene, etc.).

HoloTransmit™. The use of transparent composites makes it possible to produce holograms to protect information without closing them for visual viewing, but preventing contact access to them and the possibility of copying.

And a few more words about the essence of the holographic method. A holographic image is created on physical principles other than in traditional printing (photography, photocopying, etc.). The ability to record information in volume at different wavelengths of light in the visible, infrared and ultraviolet ranges provides the richest opportunities for encoding information, the probability of decoding which is negligible. The complexity of a hologram is determined by the importance of its application. Strengthening the protective properties of the hologram is achieved by introducing hidden images, microfonts, kinetic effects, color coding, and numbering. In this case, in addition to visual, hardware control can be used. The introduction of additional "security elements" requires special devices for identification.

Despite the relative youth, holographic technologies are undergoing rapid development. Methods for recording holograms are being improved, new methods for synthesizing holography with printing technologies are emerging.

What does practice show?

Practice has shown that the entire arsenal of hologram protective equipment can be transferred directly to packaging materials. On the threshold of the third millennium, a new type of holographic products appeared on the world market - packaging with holographic elements. Self-adhesive paper, plain paper, cardboard, film materials for packaging - all this can be made with an original holographic pattern containing both the customer's logo and any other explicit and hidden information. The presence of a hygienic certificate for food contact allows the use of the material in the packaging of various food products from sweets and ice cream to pasta and dumplings. Holographic materials can be processed like traditional, familiar papers and films, printed on their surface by offset and flexographic methods. The experience of using printing on holographic materials shows high economic efficiency. Thus, financial success from the sale of video cassettes with Hollywood films "People in Black" and "Godzilla", according to analysts, is connected to a large extent with the use of packaging made of cardboard with a diffractive effect. This is understandable, since in a series of products in bright multi-colored packaging, a product in a bag or box with optical diffraction (or holographic) effects will always look brighter. This is due to the physical principle of light reflection - more light is always reflected from a holographic material than from plain paper or film.

The use of new modern material opens up new possibilities for design and printing. Goods in holographic packaging have a number of competitive advantages in the market. First, shiny and iridescent packaging attracts more consumer attention. Secondly, it has high levels of protection against counterfeiting, which is very important for the Russian market. Thirdly, products in authorized holographic packaging gain more weight in the eyes of the consumer than similar products that are not protected from forgery.

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Retro styles are increasingly slipping into modern fashion. Remember how popular in the 60s of the last century things were shiny, holographic shades, reflecting the public's interest in space travel and alien civilizations. Today's designers for the upcoming hot season offer to re-emphasize futurism.

After our Yuri Gagarin first went into space in 1961, a "galactic" fever began all over the world, including in fashion. Popular magazines were full of photos with "cosmic" images of models.

Clothes with shiny inserts or fabrics were most often worn at discos or parties. But in modern collections there are things with holography for everyday wear. In a unique, glossy shade, all the colors of the rainbow are beautifully reflected in the sun at once - is this not a reason to choose it for the summer season? In addition, the silver tone gives clothes a special coolness and icy freshness, sometimes necessary on hot days.

Each style has its own nuances of using holographic things. For example, if the type of sportswear is “metallized”, then discreet, casual, knitted elements in black or white shades, or neutral denim will look good with it.

A holographic shade on clothes with a more strict, classic cut (business jacket, pencil skirt, vest, etc.) dictates the rules of laconism in the choice of jewelry and accessories. Here, too high or massive heels will be unnecessarily defiant.

For those who prefer rock style, sets of futuristic denim jeans and a leather jacket are suitable, or vice versa. With a neutral leather bomber jacket, a “metal skirt” will look flirty.

In the spring-summer collections of many designers, various options for cocktail dresses using metallic silver were presented.

Since seven colors of the rainbow flash in this shade, you can make friends with things of almost any shade: from neutrals and solid colors to colored and neon. But the measure and rules of palette compatibility still need to be observed. For example, silver tones go well with white, gray and black, and gold or copper tones go well with brown. Wearing sets of only holographic elements for everyday outings is not recommended. It is better to make small shiny accents.

Looks great metallic shade with white. Perhaps this is the most successful combination! Holographic elements can be presented on a white T-shirt, sweatshirt, blouse, etc. A simple white top looks good with a laconic silver skirt.

If you really want to shine at 100%, then it is desirable to combine its shades and prints in a varied and thoughtful way.

What is summer without a swimsuit? In the new collections, futuristic shades of swimwear are far from uncommon.

Almost all neutral or pastel colors harmonize well with a futuristic shade, emphasizing it and calming it at the same time. Stylists often recommend combining shiny surfaces with matte ones, or playing with soft knitwear and airy chiffon.

World couturiers use futuristic shades not only in whole clothes, but also in its decorative elements, for example, in accessories or in applications.

In order not to overdo it, it is better to choose any one thing or accessory of a similar shade. At the same time, makeup and hairstyle should be restrained and uncomplicated.

Do not overlook the holographic outerwear and hats. A shiny parka will stylishly protect you from bad weather. A futuristic baseball cap will add an element of sporty chic.

Futuristic handbags look interesting as accessories. Even if your summer look is quite ordinary, a shiny clutch or a light shiny backpack will create a great mood. It is important not to allow the coincidence of holographic shades on the bag and shoes. This will become overkill.

Even a small reticule can dilute your modest classic look, adding spice and stylish chic.

There are a lot of options for metallic shoes. It is suitable for evening outings (silver stilettos), for fun parties (shiny slippers or sneakers), and for everyday walks (metal sandals, sandals and boots).

A double retro trend has also been noticed - shoes on a massive platform in a silver shade. She is found in the new collections of many fashion brands (American Apparel, 3 Suisses Collection, etc.)

If wearing something in such a bold, futuristic trend is too bold for you, then try "trying on" nail polish with a shiny effect first. For the summer, it will be very relevant.

Everything would be fine with this cosmic metallic, if not for one of its slightly unpleasant properties - to increase and fill. But with proper use of this trait, you can also benefit. For example, a holographic top can visually add volume to the chest. So feel free to try and experiment!

Brilliant and fashionable summer!

Photo: trendy.lady.mail.ru, journaldesfemmes.com, pinme.ru, style.com, denimjeansobserver.com