Fashion designers are among those who quickly piled onto Instagram’s new Stories feature launched this week.

The multimedia function imitates Snapchat, allowing sers can post short video clips and build a story that vanishes after 24 hours.

It’s no surprise that fashion brands are on Stories, considering the image-focused nature of the industry. It’s also another way to connect with an already established audience of hundreds of thousands, if not millions, of followers. Within hours of Instagram Stories’ launch, brands including YSLBeauty and L’Oréal were experimenting with office tours, make up tutorials, product reveals, and behind the scenes off-the-cuff content they’d typically post to Snapchat.

It didn’t take long for fashion designers to jump on board. Below are four examples of who’s doing what on Instagram Stories.

Rebecca Minkoff
Minkoff is often referred to as a digitally native brand and is prolific on Snapchat, so it’s unsurprising she took followers behind the scenes of a fashion shoot in her Instagram Story, revealing the dresses being photographed. The same shoot was also featured on her Snapchat story.

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Prabal Gurung
Gurung, who uses Snapchat multiple times on a daily basis, is open to sharing his daily activities on social media. On his Instagram Stories, he shows a video from 2012 where he’s being interviewed by Eva Chen, then beauty director at Teen Vogue and now Instagram’s head of fashion. He then shows himself at the doctor’s office before teasing a small glimpse of a shoe from his spring 2017 collection.

“The online media has become a part of our vocabulary. It’s an extremely important process of the way I function as a brand, designer and person,” he told Glossy.

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Tanya Taylor
Taylor, who launched her label in 2012, is also known for dressing First Lady Michelle Obama. She gives a behind-the-scenes glimpse of two team members sketching fashion drawings in a room surrounded by fabric samples. Then, Taylor’s walking on the street admiring a pedestrian’s hair pieces.

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Jason Wu
Jason Wu, another designer known for dressing Michelle Obama, lets followers know where’s having lunch. Another photo of a tree, decorated in fairy lights at night, is labeled “Casa Cruising.”

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