The social media service Instagram, which belongs to Facebook, has been a hub for fashion and style enthusiasts from its launch. Based on the concept of “a picture says a thousand words”, the Instagram platform has gone to become very popular among models, bloggers and those passionate about fashion.
One year ago, Instagram has also launched the Instagram Story feature as an answer to Snapchat. It has a wide audience and reaches 700 Million users, 250 million of which use it daily. To celebrate this anniversary, Instagram has published a ranking of the 15 fashion-related accounts with the most Instagram Stories engagement. According to the Portal “Business of Fashion”, the ranking includes only accounts with more than 10 million followers and is done by cumulating the number of story views over a period of one year.
The top 15 of the most influential Instagram accounts in fashion is a mixture of some of the most famous models, as well as top brands like Dior and Dolce & Gabbana. The Top 15 of the "story" trend makers is led by model and actress Emily Ratajkowski, followed by the Italian It-Girl Chiara Ferragni and the top model Candice Swanepoel. The rest of the top positions are firmly in the hands of successful young women: Alec Baldwin's daughter Hailey Baldwin is ranked 4th, followed by the models Cara Delevingne and Adriana Lima. It´s interesting to see that Victoria Beckham, ranked on 7th place, is above young-starts like Gigi Hadid and Kendall Jenner, who are booked by many popular brands. Dior, Louis Vuitton, Dolce & Gabbana and Christian Louboutin are the fashion brands with the highest engagement rate on Instagram's Stories feature. However, their accounts are only ranked in the lower part of the list.

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Ein Beitrag geteilt von Emily Ratajkowski (@emrata) am 18. Mai 2017 um 13:26 Uhr

Eva Chan, Instagram's head of fashion partnerships, told “Business of Fashion”: “The industry wants everything to be picture perfect at all times. If it doesn’t look like a Mario [Testino] or a Patrick [Demarchelier] shoot, oftentimes they don’t want to post it”, adding, “What Stories has really meant is that fashion is now able to be a little bit more authentic, a little bit more down to earth, funnier, scrappier. What everyone [in this list] has in common is that you have this sense of being there with someone, and feeling like the walls have come down.”

Enjoying my new glasses which are as subtle as it gets. Also, ??? pondering why my index finger looks so strangely long

Ein Beitrag geteilt von Eva Chen (@evachen212) am 27. Jul 2017 um 16:13 Uhr

Chiara Ferragni, an Italian businesswoman and fashion influencer, told “Business of Fashion”: "There are no longer any boundaries between work and private life because everything I do and share is really fun to me. There is no strategy behind my posts, my mantra is simple: Sharing is caring.”

Ciaone to everyone, leaving for holidays ?? ? Los Angeles and Polinesia #AmericanDays #TheBlondeSaladGoesToPolinesia

Ein Beitrag geteilt von Chiara Ferragni (@chiaraferragni) am 10. Aug 2017 um 9:41 Uhr

Here is the full ranking of the fashion accounts with the highest interaction rate:
1. Emily Ratajkowski
2. Chiara Ferragni
3. Candice Swanepoel
4. Hailey Baldwin
5. Cara Delevingne
6. Adriana Lima
7. Victoria Beckham
8. Miranda Kerr
9. Gigi Hadid
10. Dior
11. Dolce & Gabbana
12. Kendall Jenner
13. Gisele Bundchen
14. Louis Vuitton
15. Christian Louboutin