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

Tuesday 04 August 2015
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.