The Twitter Vine application has accommodated bloggers, fashionistas and photographers alike. The tool came to the social media fore just as New York Fashion Week kicked off, largely benefiting the public relations campaigns of The Man Repeller, Rebecca Minkoff and the style division of The Wall Street Journal.
Users of Vine can record live videos and relay them in turn to their Twitter profiles. Paired with the hashtag #NYFW, the filmed material is then automatically placed into the fashionable news feed. Essie's nail lacquer team has expressed its appreciation for the technology, "Vine has the ability to share the experience of Fashion Week in a way that far exceeds the abilities of Instagram. You can see the step by step preparations for shows..."