In the summer of 2012 we re-launched New York fashion brand Paper Denim & Cloth. They needed 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. We decided to make the progressive decision to shoot their lookbook live on Instagram, using only an iPhone camera, with no postproduction except the use of the Valencia-filter on every photograph.