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ENTRY #3 Vogue - May 1, 2013

Video Games: Does Vine Work for Fashion? by Chioma Nnadi - May 01, 2013 2:00p.m. It might have launched in January of this year, but most fashion folk didn't latch on to the video-sharing phenomenon known as Vine-currently one of the most downloaded free apps-until a few weeks later, when Paris Fashion Week was in full swing. "I remember being at an intimate dinner for Carven designer Guillaume Henry and the fashion editor and photographer sitting next to me were art directing what seemed to be a movie," says social media savvy fashion writer Stephanie LaCava. "I had no idea what was going on." Unlike its popular photo-driven counterpart Instagram, which lends itself to carefully composed portraits, Vine gives the fashion moment a frantic six-second-long burst of energy-approximately the time it takes for most designers to bow at the end of the runway, for example. "I managed to capture a Vine of Miuccia popping her head around at Prada, but there's a lot left to chance," says fashion director Caroline Issa, who was among the first to post real-time mini movies from the front row. "Now that Fashion Week is long over, I'm trying to figuring out how to channel the organized chaos." Street style documentarians like Mordechai Rubinstein are finding ways to harness that kinetic and somewhat random immediacy in the everyday. "People say they like to hear my commentary on the outfits, so, in a sense, I was born to Vine," says Rubinstein, who was introduced to the app at a dinner with Twitter creator Jack Dorsey, whose company owns Vine. "It feels more like a real moment." Where his popular website MisterMort.com features snapshots of nattily dressed New Yorkers from all walks of life, his video feed gives you an insider view of the photographer at work. He now regularly wakes up a couple of hours early to Vine stylish locals in his SoHo neighborhood. Like LaCava, he finds that certain looks just translate better on film. "I think there is something really powerful and sexy in the way certain clothing moves on a woman," says LaCava. "You really needed to see Ann Demeulemeester's spring collection with the long Merlin arms streaming behind." And you'll be surprised to hear that even still-life devotees are embracing the moving image. "Our photography is always quirky and unexpected, we'll prop a toy next to a Louis Vuitton handbag," says Stacie Brockman of The Coveteur, a site that has a Twitter following in the tens of thousands. "Vine doesn't have any of the filters that you find on Instagram, so in some ways it's more gritty, but we can use it to bring those inanimate objects to life." As well as doing behind-the-scenes teasers on set, they'll use Vine to create stop-animation style montages, like a row of dancing lipsticks. "It's almost like a GIF, and tell me what fashion person doesn't love a GIF?" she says. Call it the GIF that keeps on giving.

SUMMARY: Next to Instagram, Vine is a fairly new application for the smart phone in which fashion lovers can view apparel and accessories in a film clip that only lasts a few seconds. Similar to a GIF which is a computer file format that compresses and stores digital video images, Vine gives inanimate objects of the still life a lively presence. With Vine, viewers can see the outfit in action, for example, creator Jack Dorsey likes to take videos of stylish New York locals because he thinks that the looks translate better on film opposed to a still frame. Vine lets you instantly post the moving images so viewers can readily see fashion in the moment. VIEWPOINT: I found the concept of Vine very interesting seeing that I do follow several fashion profiles with my Instagram app on my phone. I also follow fashion gurus on YouTube who frequently post videos of themselves in several looks. This helps me get a better sense of how the clothing fits and moves with the body. So a simple clip that I would view in Vine could aid me in the decision to purchase the featured apparel or items with similar design and structure. However, it is not always practical to view a video because it tends to take longer to load than a still image.

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