Our Stories

Let the fashion do the talking

Visual storytelling is an ideal opportunity to put the fashion you want to share front and centre.

Put the words to one side for a moment, and consider how to fill your reader's screen with rich visuals, whether that's photos, illustrations, or video. For a fashion story, a visual narrative is the best way to grab a reader's attention.

See how Refinery29 combines electric graphics, creative animation, and a catalogue of shoppable Gucci products in "We See You, Gucci" — with minimal text alongside.

Gucci sunglasses get the star treatment in Refinery29's branded content story.

Compare & contrast

Whether fading from outfit sketch to final look, or between before and after makeover shots, clever visual design can transform the comparison of two images into a rich, engaging experience.

Consider, for example, being able to document the development of a new design from on-paper concept to final product, or comparing two similar products by the scroll of a mouse.

See how The Telegraph uses the compare and contrast technique, taking a trip down memory lane to recount "The Changing Face of Kate Moss".


The Telegraph's feature on Kate Moss uses a reveal effect to show how her look has changed over time.

Layer up

This is all about breaking down processes by adding extra detail layer by layer.

Consider how you could build up an outfit on screen by capturing a variety of images, each one with the addition of a new item. Or show the change-of-season styles as you move from the light fabrics of summer to the warm wools of winter.

You could even have a bit of fun with layers, and get creative with fashion-themed overlays. For inspiration, see how Refinery29 got playful with showcasing a single outfit from different angles, using images that reveal from one to the next in "3 Dress Looks You Can Wear All Spring".

Sponsored content from Refinery29 for INC, created with Shorthand

Go behind the scenes

From the history of Fashion Week, to the making of a particular dress, interactive storytelling is a powerful way to invite your reader to dive deep into a product, event or brand story.

This is a perfect example of how multimedia storytelling can deliver an extra layer to day-to-day storytelling.

For example, see how Complex took readers on a journey through the 40-year history of UGG, and how the brand's classic sheepskin boot became a staple in ready-to-wear fashion.


Complex Media showcases 40 years of the UGG fashion brand in this compelling visual story

Let's shop!

Of course, when covering the fashion industry, readers may not want to just look at the products — they may also have purchasing in mind.

For publishers keen to innovate with native advertising, sponsored content or e-magazines, there is a powerful opportunity to work with brands to create media-rich narratives that will engage customers, and encourage them to buy with shoppable content.

See how Refinery29 and Rimmel created a story for makeup lovers, complete with built-in purchasing in "Beauty On My Block".

Refinery29's magazine-style spread for RIMMEL featuring shoppable makeup looks.