Paper Denim & Cloth : Instagram Lookbook Teaser

Paper Denim & Cloth, one of the original players of the premium denim scene, is back, announcing its return with a lookbook debuting exclusively on Instagram. The fashion brand, led by CEO/Founder Alex Gilbert and Chief Creative Officer Chantel Valentene, has teamed with McCann-Erickson New York on its relaunch, which is a modern day, digital remake of the brand's first entry into the market.

In 1999, when Ms. Gilbert began shopping PD&C wares to retailers, she did so with a no-frills lookbook into which she stapled Polaroids that she shot herself. More than ten years later, she's about to do the same to introduce its 2013 Spring line, but using the Polaroids of today--Instagram. On Wednesday and Thursday of this week, Paper, Denim & Cloth will debut "Instashoot." Ms. Gilbert will be on a Greenpoint, Brooklyn rooftop, photographing female and male models wearing clothing from the line with her camera phone. All images will be posted instantly to the Paper Denim & Cloth Instagram feed (@paperdenimcloth), where viewers can experience the creation of the lookbook in real time.

Read the full story in Behind the Work.