The fashion magazine Vogue has started using Snapchat in the UK. British Vogue now has a presence on the platform's Discovery feature. Industry expert Nick Cicero said “there are millions of viewers every day on Snapchat Discover that are actively looking at premium content, separate from the content made by friends”. The move means British Vogue has now followed in the footsteps of its US equivalent, which first appeared on the platform in September last year, with French Vogue launching just a couple of months ago. At the time, the French magazine's editor said that “the essence of Vogue is to tell the stories of fashion”, adding that the magazine was “excited at the new tools Snapchat Discover provides”. British Vogue will post on Snapchat on Saturdays, Tuesdays and Thursdays.