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How brands used Instagram Stories during New York Fashion Week

Instagram Stories is the current darling of the fashion world, or so it seemed in New York this past week as each and every designer brand took to the platform alongside their runway shows.

Ralph Lauren on Instagram Stories
Ralph Lauren on Instagram Stories

Instagram Stories is the current darling of the fashion world, or so it seemed in New York this past week as each and every designer brand took to the platform alongside their runway shows.

Fashion week has long been a central part of the social media strategy for these businesses – a ripe opportunity to capture what’s being putting out into the world with their new collections and build noise around their brands accordingly.

Providing fans with a “first look” or a step “behind-the-scenes” is somewhat par for the course these days, however. Much like live-streaming is no longer newsworthy (though Instagram Live was also in heavy use this season), neither really is a glimpse backstage or front row – more par for the course.

What Instagram Stories has provided however is an opportunity to do all of that at a rapid pace, without having to worry about the quality of the content. As with Snapchat before it, it’s the fact this content disappears 24-hours later that’s so appealing to these brands. Blink-and-you-miss-it as standard provides the exclusivity they appreciate, while not compromising on the beautiful feeds they are otherwise curating on their main accounts.

What’s more, this is a space that can generate big numbers – of the 700 million users on Instagram worldwide, 250 million are viewing the Stories feature everyday. What’s interesting to look at then, is how exactly brands are taking things a step further and playing with content in this environment. Head over to Forbes to read the highlights straight from Instagram Stories this season, including from Ralph Lauren, Marc Jacobs and Michael Kors.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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