If you knew that this was the only chance you’d ever get to read this sentence, would you pay closer attention? Snapchat’s ephemeral messages are a more human way of relating digitally, but they offer more than just a carefree share. Their fleeting nature asks us to stop and pay attention.

The luxury goods market is worth €224 billion, so it’s no surprise that when it comes to change, many top-tier brands see no point in fixing something that doesn’t seem broken. But has a conservative approach to brand messaging grown stale? And how does luxury fit into a world of tweets and likes?

Burberry’s Spring 2016 line has been released to the masses – but only if they’re on Snapchat. The British-born fashion house is giving users exclusive access to behind the scenes photos and videos shot by Mario Testino for just 24 hours. But does Snapchat really say 'luxury'?

Michael Kors is the latest luxury brand to find success by going social. It created a custom Snapchat filter for National Sunglasses Day, garnering more than 104 million total viewers over a 24-hour period and snapping up a fresh audience of Gen Yers and Zers in the process.