Thursday, 26 January 2017
In 1966, the Scott Paper Company tried a novel promotion for its new line of household paper goods - in return for two proofs-of-purchase along with $1.25, customers could receive a disposable dress. Scott’s 'Paper Caper' dresses wildly exceeded expectations, and by the year's end, the company had received nearly half a million orders.
Within months, many other manufacturers wanted a piece of the paper-dress market. But by 1969, the trend was dead. Collectores Weekly spoke with writer and curator Jonathan Walford about the paper dress phenomenon and the reasons for its quick demise.