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Paper Denim & Cloth Debutes its Return with Instagram

Pioneering premium denim brand, Paper Denim & Cloth announces its return with a lookbook debuting exclusively on Instagram.

As many of you may remember, Paper Denim & Cloth was quite a phenomenon in the 90s, emerging as one of the key players of the premium denim boom with their embroidered pocket details. After a 10 year break, original cofounder Alex Gilbert Gaines announced the revival of the fashion brand, this time enlisting the support of now Chief Creative Officer Chantel Valentene and creative agency McCann-Erickson New York for a modern day, digital remake of the brand’s original introduction to the market.

Last week (July 25 – 26), the brand debuted its “Instashoot”, where Ms. Gilbert was on set at a Greenpoint, Brooklyn rooftop, photographing behind-the-scenes images and sneak peeks from the Spring/Summer 2012 lookbook – all with her camera phone. Instagramers could view realtime uploads via the Paper Denim & Cloth Instagram feed (@paperdenimcloth) and watch the creation of the lookbook live. The idea was inspired by the no-frills polaroid photos used in the brand’s original 1999 lookbook, but updated for 2012 with Instagram’s analogue-inspired filters and feedback capabilities. We look forward to seeing more to come from the brand next season.

Paper Denim & Cloth – InstaShoot SS13 from paper denim & cloth on Vimeo.

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