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6,400 Spools of Thread Weave Instagram Pictures For New Forever 21 Project

Tuesday 04 August 2015

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Words Ailis Mara

South London’s Breakfast Studio has teamed up with Forever 21 to project customers’ Instagram shots on a giant screen. But this is no ordinary promotional tool for the American fashion retailer – the images are created using no less than 6,400 spools of thread. The result is pretty hypnotising.

In a backlash against the super high-resolution images which dominate today’s fashion campaigns, Forever 21 have turned to quirky product and prototype company ‘Breakfast‘ for their in-store installation. The Thread Screen comprises of “8 times as many parts as your car” and recreates digital images with a 80×80 resolution using 36 different colours.

Shoppers can tag their Instagram pics with hashtag #F21THREADSCREEN to see themselves and their friends in thread.