Fashion brands go video viral on Instagram

Fashion brand Burberry's Instagram account The photosharing social network Instagram has added a new feature allowing users to upload and apply filters to video clips up to 15 seconds long . As usual, some of the biggest fashion labels have wasted no time getting creative with a range of promotional and creative content. We take a look at some of the first fashionistas to start experimenting:

Burberry
Naturally, tech fanatics Burberry (famed for pioneering live-streamed runway shows and interactive digital experiences) were first off the mark with a glimpse behind the scenes of their recent Spring/Summer 2014 show in London.
http://instagram.com/p/aye-SmxJDq/

Marc Jacobs
The New York fashion brand was playing it cool. It's just 'another day at the office' in this video which features Marc's dog (and rising social media star) Neville Jacobs.
http://instagram.com/p/aywoG1P5De/

Helmut Lang
The minimalist fashion brand offered a typically spartan behind-the-scenes view of the latest resort collection and various shots from their NYC headquarters.
http://instagram.com/p/ayqzZ0KoB8/

DVF
"Nature is my source of strength and inspiration," says Diane Von Furstenberg, who published this short Instagram video featuring natural streams and stunning parkland.
http://instagram.com/p/ayfJf_A9cs/
Banana Republic
A sunny day next to the Bay Bridge in San Francisco inspired Banana Republic to get creative and post this short film.
http://instagram.com/p/ayl2moND19/

Gap
Gap stuck to its classic blue-and-white color palette for this little wordgame video which also features a pair of the brand's indigo denim jeans.
http://instagram.com/p/ayuEy-j9uL/

Mert & Marcus
It's not just brands who are having all the fun. Mert Alas of the famed fashion photography duo Mert & Marcus has wasted no time in uploading clips of some of his current and past projects to the social network.
http://instagram.com/mertalas