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FashGif’s Tumblr account aims to bring couture still images to life. Up to date collections by the houses of Chanel, Louis Vuitton and Stella McCartney are put into literal motion on the site, showcasing light beams popping out of studded dresses and a medley of chic bobble heads.

Images taken from Paris Fashion Week shows are instantly recognizable. What runs entirely contrary to the lines however are FashGif’s placement of flames, cigarettes and microwaves on top of the luxe pieces.

The use of moving images as a means to convey current style is suited to the present pop cultural obsession with GIFs. They communicate messages in a direct, entertaining manner and can also be put together with ease, aiding their rampant spread throughout the blogosphere.