It’s no secret Instagram Stories are the next frontier in advertising for fashion brands, with adoption in the luxury segment now at 93% overall. But the innovation is coming from how the feature is being used, rather than who’s using it.

The 24-hour life span of Instagram Story content has allowed high-end luxury fashion brands to take risks where they never have before. With fewer editing features than an Instagram feed post, the channel is set up to be more informal by nature. Its panel-by-panel format makes it easy for viewers to digest messaging; at the same time, interactive features like polls, sliders, “ask a question,” and sticky tags have given brands a way to listen to their audience, tapping into the conversational, back-and-forth nature of social media.

And brands are evidently seeing the risks pay off. An impressive 83% of brands tracked in Gartner L2’s Digital IQ Index: Fashion Global save Instagram Story content to their Highlights, a feature just recently added in the last year.

Fendi, for example, keeps a pristinely curated Instagram feed with thematic motifs, but uses Instagram Stories and Highlights to display various celebrities caught wearing the brand by the press. Alexander Wang similarly embraces transparency with the channel, allowing followers to #ASKALEX by typing a question to the brand’s Creative Director. His personal responses help project a persona that builds brand equity. Meanwhile, M.Gemi posts Behind the Scenes content focused on craftsmanship and how the shoes are made.

What’s next for Instagram Stories? Driving conversion. As many as 78% of brands in Gartner L2’s study link Stories to their sites via the “Swipe Up” feature, and some leaders like Louis Vuitton have even adopted direct shopping calls to action. As Instagram Stories continues to increase in sophistication, keep an eye out for brands that can lure customers down the funnel both efficiently and engagingly.

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