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Can't get your fashion news fast enough? Vogue UK has created a WhatsApp group that will text you all of the most important fashion news as it breaks.
And it doesn't sound like Vogue is being precious about its new communication method. Fashion and Mash, which gave the app a test-drive, reports that it received three messages in one day: Two about Paris Fashion Week galleries and one about the mag's new cover star, Rihanna.
So far, the texts appear to be very dry, forcing you to click through for any colorful commentary. "JUST IN: See every look from this morning's Chloé AW16 show here:" followed by a link, the same language we've come to expect from any social platform which begs the question: If you really can't bear to not know the latest news in fashion for the, like, five seconds before you trawl Facebook and Twitter on your phone, why not just turn on Twitter notifications?
But the Vogue WhatsApp group does represent a potential brave new frontier for how brands communicate with their customers. As Fashion and Mash notes, Vogue UK's group is only a broadcast group, which means it's pushing out news via text message, but not holding a conversation, which is bound to be the next step.
To sign up for the group, head to WhatsApp, save the number +44 7481 340261, and send it the word "fashion."