It's not what you wear, it's who you wear! Alexandra Zaharova, Ilva Plotnikov and Russian advertising agency Doberman collaborated to bring you these spectacular shots that were taken for the July/August 2009 issue of L'Officiel magazine.
These particular dresses are surprisingly made from mere paper. The stiff designs are incredibly unique and enhance the boxy silhouettes displayed by the gowns. A paper bag princess dressed to the nines.
Implications - Youth consumers are compelled to challenge traditional oppositions of good/bad and high/low. The Paper Couture uses a material which is traditionally regarded as below the fashion industry. Companies who flip the accepted norms within a specific domain will be poised to form a more meaningful relationship with this demographic.
Real Paper Bag Princesses
L'Officiel Magazine Features Models in Paper Couture
Trend Themes
1. Paper Couture - Disruptive innovation opportunity: Explore the use of unconventional materials in fashion to challenge traditional norms and attract youth consumers.
2. Challenging Norms - Disruptive innovation opportunity: Create products or experiences that defy traditional oppositions and resonate with a younger demographic.
3. Youth Empowerment - Disruptive innovation opportunity: Develop strategies that empower younger consumers to question established norms and embrace alternative perspectives.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Experiment with unusual materials and designs to create new fashion trends and attract adventurous consumers.
2. Advertising - Disruptive innovation opportunity: Harness unconventional approaches in advertising campaigns to capture the attention of young, non-conformist audiences.
3. Publishing - Disruptive innovation opportunity: Collaborate with artists and photographers to create visually striking and unconventional magazine features that resonate with a younger readership.