The New Must-Have Accessory

A self-described iPhone freak, designer Norma Kamali spends each morning reading the day’s headlines on her gadget’s current-events application. To unwind, she plays Scrabble on a game app. When her miniature dachshund Zeke acts up, Ms. Kamali looks up her iPhone’s encyclopedia on canine ailments.

Last month, Ms. Kamali entered the iPhone app business herself, launching a free application to sell looks from her three collections. From their phones, users can purchase 15 new looks from Ms. Kamali’s lines at eBay (EBAY) and Wal-Mart (WMT) as well as her high-end designer line. “In the fashion business, you see the runway collection, and then it’s a few months later that you actually get it, in stores,” Ms. Kamali says. “But we know that everybody is taking pictures during the shows and downloading them on YouTube—and what’s the big secret?” She adds: ” ‘We want it now!’ That’s the kind of attitude we’re at.”

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