79. VIVA DOLAN COMMUNICATIONS & DESIGN
ArjoWiggins in Paris had a wish for marketing its Curious Collection, says Viva Dolan art director Frank Viva, “which was to appeal to an upscale and fashion-conscious audience.”

What better way to reach such an audience than with a miniature fashion show? Marcel Proust would have made the ideal audience for the little line of haute couture. He not only used more paper than anyone ever, but he used it for all sorts of fashionable and upscale things.

ArjoWiggins came into existence when two very old companies, Wiggins Teape of England and Arjo Marie of France, joined forces. Proust surely would have known of Arjo Marie, and today the high-end brands of paper are known all over Europe. The Curious Pinup Collection was created to showcase, in a distinct way, the printability of the metallic, iridescent, translucent, and textured papers.

“We wanted to create a memorable keepsake that featured representative samples of each,” says Viva, who brought in fashion designer Dean Horn to create paper outfits celebrating the unique qualities of each particular paper. The result has invited a flood of comments, Viva says, from “Yikes” and “Squeaky” to “Spot on” and “Blasphemy!” Romy Ashby