Paper Denim & Cloth (Relaunching)
Paper Denim & Cloth InstaShoot from Jeanswelove on Vimeo.
Words from Paper Denim & Cloth:
"Paper Denim & Cloth needed to an exciting way to reintroduce itself to consumers. A premium denim brand that had been quiet for a few years, Paper was unveiling its first full clothing line, and it needed not only a fresh way to showcase its clothes, but to also tell the world it was back. Instead of advertising the brand’s return, we created a lookbook the fashion world had never seen before.
Inspired by the way the brand was first introduced more than a decade ago, with a lookbook of Polaroids shot by the founder, we decided to shoot the new collection using only an iPhone and unveil it, look by look, on Instagram. We announced our plans with a video promo to create buzz before the online reveal. The “InstaShoot” introduced the new line, created a newsworthy event, and sparked a conversation about the brand’s return in the fashion world, press and social media."
Words from Paper Denim & Cloth:
"Paper Denim & Cloth needed to an exciting way to reintroduce itself to consumers. A premium denim brand that had been quiet for a few years, Paper was unveiling its first full clothing line, and it needed not only a fresh way to showcase its clothes, but to also tell the world it was back. Instead of advertising the brand’s return, we created a lookbook the fashion world had never seen before.
Inspired by the way the brand was first introduced more than a decade ago, with a lookbook of Polaroids shot by the founder, we decided to shoot the new collection using only an iPhone and unveil it, look by look, on Instagram. We announced our plans with a video promo to create buzz before the online reveal. The “InstaShoot” introduced the new line, created a newsworthy event, and sparked a conversation about the brand’s return in the fashion world, press and social media."
