Photosharing service Instagram has just got a whole lot flashier with the introduction of short video to its functionality, which is great news for fashion folks who are not shy of showing off, as they’ve already proved in Twitter’s equivalent platform, Vine. 

It hasn't taken some of fashion’s top Instagrammers long to put Instagram’s new service to use however. The Man Repeller, Leandra Medine, has already approached it with characteristically comedic use, including an imaginary conversation with herself and Burberry, ever ones to stay a step ahead of a social media trend, has posted a perfectly constructed video from their men’s show on Tuesday. 

Slick New York label Michael Kors has introduced the series #Instakors, which looks as though it will give us a moving snap-shot into the life of the designer, Gap is using it to play word games, Kate Spade is getting kooky with sequins and here in the Never Underdressed office we’re showing off our shopping spoils with a live-action version of #ijustboughtthis.

Talking to WWD about the arrival of video on Instgram, Topshop chief marketing officer Justin Cook described the platform as the most aspirational of the many social networks, commenting ‘Instagram is such a beautiful site, the nature of the tools they provide you with makes you set the bar higher and feel like you shouldn’t post bad pictures on there ‘.

With video added, and such an affection amongst users for Instgram, could this mean the decline of Vine? Ability to add filters to video and be able to post to a following you’ve already accumulated certainly gives Instagram the edge over its  Twitter-owned rival, but being able to embed Vines into web pages certainly makes it more shareable. Can Vine devotees be swayed?

Time will tell.