How Vine became a fashion darling in under a month


We’d like to introduce the wonderful Connie Churcher, our new Fashion Popcorn contributor who is a fountain of knowledge and creativity when it comes to fashion and social media. Connie shares her first musings with us by explaining this thing they call Vine…

“He so Vine! Hands off he’s Vine!”

Tyra Banks, ANTM maven and modelpreneur, was probably the first person on the new social media platform Vine to give the world something other than a six-second loop of desk panorama. It was certainly the first Vine I saw.

So what is Vine and why all the fuss?

Vine is the latest big news, big splash social media platform. It offers users the ability to create and share short looping videos. Like Instagram users can follow people on Vine, and like or comment within that community as well as share outside it.

Video apps aren’t new. Viddy, Tout and Socialcam all offer video content and have a popular following with millions of users apiece. Each employs a different hook: the ability to apply filters or shoot longer clips, but the key piece of the pie they miss is integration with one of the big guns.

Vine was bought by Twitter, integrating completely with the platform so that you can watch them in your timeline. An editor during Fashion Week can instantly share, react and repost video content without having to leave whichever live stream they are following, something we have not been able to do before without following a link out of Twitter.

What does this mean for fashion?

As a fast-paced and visual industry fashion has a readymade market for this app.

Viddy enjoyed great success at Spring Summer 13 shows and Tumblr’s gif-friendly fashion tag has been embraced by the industry whole heartedly, demonstrating that designers and editors alike were gagging for a video sharing app.

It is no coincidence that in Vine’s first blog the very first loop they chose to share was of a catwalk show. Twitter is also supporting its latest purchase through encouraging the use of Vine at New York Fashion Week, which is sure to spread to London and Milan.

Despite having launched at the end of January, Vine already has key influencers in Fashion on board. Wall Street Journal’s style reporter Elizabeth Holmes has been using a mixture of Vine and Instagram to report from NYFW, The Cut and Nina Garcia have been Vining* from Victoria Beckham and Derek Lam has been capturing the back stage atmosphere with it. They are not the only ones: a quick twitter search reveals it is going to be a boon for fashion reporting.

So is Vine more than just the flash-in-the-pan-latest-new-big-thing? I think so, and quite possibly the fashion industry will be leading the pack away from the six-second desk loopers. I particularly like this offering from Glamour Germany.

That is not to say Vine is perfect.

It is still early days after all. Personally I would like to see the ability to post Vine to Facebook pages as well as profiles, allowing greater use among the companies on Facebook. It is unlikely to happen anytime soon based on the tit for tat approach both Twitter and Facebook have been employing.

One thing Vine has illustrated is that being in bed with a social media titan could make, or in Viddy’s case, break an app.

*not sure if this is in the vocab yet, but if not I am totally TM-ing it!

Connie is a Londoner who works in web and social media for the creative industries. Previous to this Connie worked in the fashion industry, from Oxford Street wholesalers to London Fashion Week designers.When not thinking about shoes and social media, Connie likes to write short stories, watch anything Joss Whedon and listen to anything Josh Ritter. She posts the odd bit of whimsy here


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