Instagram launches Snapchat-style "Stories" function and fashion laps it up

Instagram has unveiled a "stories" function that enables users to post images and videos that last for just 24 hours mimicking the central functionality of rival Snapchat. Some of fashion's biggest names are already getting in on the act.

On its blog Instagram says the new functionality will allow users to "share all the moments of your day" as well as content they wish to remain on their profile, without the fear of over-posting. As users share multiple images and videos the stories will appear in a slide show format.

Early fashion adopters of the function have included US Vogue which showed editor in chief Anna Wintour arriving for work, among other content, and British Fashion Council chair Natalie Massenet who has been sharing images and videos of a holiday in Capri.

One of US Vogue's Instagram stories with Anna Wintour

The stories function also includes text and drawing tools enabling users to personalise their videos and images. Users will be alerted to new stories from Instagrammers they follow by new content being highlighted in colourful circles in a bar at the top of their feed. Unlike public posts, however, there is no functionality to add reactions or comments, but you can send a direct message to the poster.

Dame Natalie Massenet shows off the text and drawing tools

Usual privacy settings apply to stories so users can ensure only their followers see content if they wish. Already available in the US and UK, stories will be rolled out globally across iOS and Android in the coming weeks.

Instagram is widely considered to be fashion's social network of choice. Owned by Facebook, it recently revealed it had reached half a billion users.

Snapchat is more popular among young teens and millennials (18-35 year olds) and unofficial reports place its daily users figure at 150m.