Popular denim brand, Paper Denim & Cloth recently relaunched their line with a new collection for Spring 2013 with an Instashoot!
In July, the brand shot their new look book on a rooftop in Brooklyn. The shots, which were launched in real time on Instagram, had a bit of history behind them as the brand’s creative director, Chantel Valentine explained, “The original Paper Denim look book was done with Polaroids. Instagram is the modern equivalent, so when we were talking about doing the look book for the relaunch, it was a natural step. It fits in with our idea that getting dressed should be easy — with Instagram you can’t retouch, it’s what you see is what you get. It’s the opposite of fussy.”
I love this and expect brands to continue integrating Instagram into campaigns and real time editorials going into the future. I personally would love to do something like this very soon!