So Just What Is Vine and How Is the Fashion Industry Using It?

Because there just weren't enough social media platforms to keep up with, there is now Vine. And the fashion world is, unsurprisingly, getting involved.
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Dhani Mau
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Because there just weren't enough social media platforms to keep up with, there is now Vine. And the fashion world is, unsurprisingly, getting involved.
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Because there just weren't enough social media platforms to keep up with, there is now Vine. If you're not familiar yet, Vine is basically Instagram. Except instead of filtered, artsy-looking photos, it's six-second, gif-like, time lapse-y, looping videos. You can share them on Vine (which, like Instagram, is its own platform on which you can follow people), and/or through Twitter and/or Facebook. You can download it from the iTunes store.

Since Vine is completely visual, and incorporates three things the fashion industry seems to love—gifs, video, and Instagram—it should come as no surprise that several industry personalities and brands are early adopters of the platform. No, it's not just for porn.

High-end fashion's social media queens DKNY PR Girl and Oscar PR Girl are on it, of course. Tyra Banks, who currently has 857 followers, provided a lovely introduction here (an example of a selfie on Vine, we guess). Lucky, which has 1,844 followers, has been posting a bunch of cute videos from various press events around town. Urban Outfitters, which posted two Vines within the first 24 hours of its existence, currently has 1,743 followers.

"Vine is a big idea, yet it is a simple one—the two basic ingredients for a successful emerging technology recipe," says Raman Kia, Conde Nast Media's Executive Director of Digital Strategy. "It is no wonder that some brands are quick to jump in and experiment with it. This is especially true of fashion brands which have often been amongst the first to experiment with emerging social media platforms."

So, does this quick adoption by brands mean Vine has staying power? "Success for Vine does not hinge on early adoption by brands," Kia says. "Rather it depends on whether it can make the transition from emerging technology to an emerging cultural practice like Instagram and Pinterest."

So far, it's a pretty small fashion pool (Vine only launched a week ago), but expect more to jump in soon. Several fashiony brands and people have joined Vine, but have yet to post anything, including Glamour, Bergdorf Goodman, Neiman Marcus, Warby Parker, GQ, Rachel Zoe, and Armani. If we had to predict a time for Vine to get really popular amongst the fashion crowd, we'd say Fashion Week: You'll obviously see little videos of the runway shows, and hopefully Viners will get creative with model shots, beauty products backstage, street style, and the like. "Its very basic premise, the six second shareable video, could become the launchpad for incredibly creative storytelling," said Kia. The possibilities are endless!

Oh, and follow us on Vine! It's fun. We're Fashionista_com.