# Real Paper Bag Princesses L'Officiel Magazine Features Models in Paper Couture By Shelby Lee Walsh | Published 2009-07-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/paper-dress-lofficiel-magazine References: [notcot.org](http://www.notcot.org/post/23464/) & [gradientmagazine](http://www.gradientmagazine.com/2009/07/alexandra-zaharova-and-ilya-plotnikov-paper-dresses-for-l’officiel/) 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. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 62% | Activity: 58% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What Makes This Trend Stand Out - **Paper Couture:** Disruptive innovation opportunity: Explore the use of unconventional materials in fashion to challenge traditional norms and attract youth consumers. - **Challenging Norms:** Disruptive innovation opportunity: Create products or experiences that defy traditional oppositions and resonate with a younger demographic. - **Youth Empowerment:** Disruptive innovation opportunity: Develop strategies that empower younger consumers to question established norms and embrace alternative perspectives. ### Sectors Adopting This - **Fashion:** Disruptive innovation opportunity: Experiment with unusual materials and designs to create new fashion trends and attract adventurous consumers. - **Advertising:** Disruptive innovation opportunity: Harness unconventional approaches in advertising campaigns to capture the attention of young, non-conformist audiences. - **Publishing:** Disruptive innovation opportunity: Collaborate with artists and photographers to create visually striking and unconventional magazine features that resonate with a younger readership. ## Related on Trend Hunter - [House-Like Paper Runways](https://www.trendhunter.com/trends/paper-show-space.md) - [Grocery Bag Runway Accessory](https://www.trendhunter.com/trends/march-packable-tote-bag.md) - [Couture Ketchup Dresses](https://www.trendhunter.com/trends/la-robe-ketchup.md) - [Retail Overconsumption Campaigns](https://www.trendhunter.com/trends/coachtopia-1.md) - [Dynamic Shape-Shifting Dresses](https://www.trendhunter.com/trends/primrose-dress.md) - [Reimagined Sleek Paper Bags](https://www.trendhunter.com/trends/muji-labo.md) - [Wild Animal-Decorated Gowns](https://www.trendhunter.com/trends/schiaparelli-lion-head.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Statement-Making Oatmeal Outfits](https://www.trendhunter.com/trends/porridge-dress.md)