Jess Benjamin discusses the future of the online retail world, as brands begin to move from screen to street.

Everyone's talking about Instagram Stories. But how should fashion brands and magazines approach this new medium? Those exploring ways to create the perfect story ought to take the lead of US Vogue, who published an Instagram Story to rival all Instagram Stories. The revered fashion magazine recruited the help of Alessandra Ambrosia, Lucky Blue Smith, and Suki Waterhouse to extend the Vogue narrative beyond Conde Nast’s HQ, and capture the ‘miss it and miss out’ style of cont