Michael Kors Holdings is tapping into mobile photo-sharing app Snapchat to try to attract more millennial customers.

The luxury brand last month launched a Snapchat profile during New York Fashion Week to give Snapchat users access to behind-the-scenes moments—photos of designers and shots from the front row—during events. Playing up the nature of the photo-sharing social network, the content was visible for only 24 hours.

“We’re using the platform as a way to reach a new audience for the brand—with a particular focus on connecting with millennials,” says Lisa Pomerantz, the retailer’s senior vice president of communications and marketing.

Snapchat is the latest online social medium the retailer has used to connect with consumers. Each social network is different, which means the retailer has to tailor content it shares on each to to match the way consumers use the platform, she says. For instance, on Instagram, a social network for sharing photos and videos, the retailer posts engaging lifestyle images showcasing its products.

Because Instagram doesn’t allow text, links and prices in organic posts, the brand late last year rolled out a workaround in an attempt to drive sales. Michael Kors seeks to convince Instagram fans to register for its program, #InstaKors, with an email address. When those fans “like” a Kors photo, the company emails them direct links that can be used to buy items in the photo.

Michael Kors is not yet trying to drive sales via Snapchat, but it might in time, Pomerantz says. “As Snapchat continues to grow and evolve, we believe our strategy will change and evolve as well,” she says.

The retailer developed its Snapchat program in-house and is measuring success by tracking photo views and impressions, plus whether the photos help increase overall brand recognition, she says.