Snapchat wants to rival Facebook, but it should worry first about Instagram.

Although Instagram and Snapchat were launched within just a year of each other — in October 2010 and September 2011, respectively — fashion brands have made Instagram a cornerstone to their strategies while Snapchat remains, in most cases, firmly in the experimental bucket.

Most designers were hesitant to join Snapchat. They weren’t sold on its unfiltered nature that was inherently antithetical to the fashion industry’s pristine aesthetic. Many still aren’t — especially higher-end designers, said Jodie Chan, director of Altuzarra’s marketing and communications. She ultimately decided it’s “not viable for our brand and relevant to the demographic we are trying to reach.”