Luxury fashion brands represent a highly complex market category, as luxury carries specific characteristics such as high price, uniqueness, and limited availability. Marketing communication in the context of luxury fashion brands requires a specialized approach, as it is important to reach consumers while considering the specificities of the fashion industry, all while maintaining the essence of luxury. The aim of this paper is to present the role of different types of digital content in marketing communication of luxury fashion brands in driving consumer engagement. It explores how different types of content, such as influencer posts, promotional campaigns, or collaborations, influence consumer behavior. Furthermore, it analyzes how a luxury brand communicates with consumers on Instagram, responds to their comments and questions, and creates interactive content that drives consumer engagement. The research applies content analysis, focusing on two luxury fashion brands selected for their successful marketing communication and number of followers – Jacquemus and Versace. The focus is on how luxury fashion brands adapt to modern methods of marketing communication on this popular social media platform. The research results show that luxury fashion brands Jacquemus and Versace use different strategies on Instagram to increase consumer engagement. Jacquemus relies on simple and spontaneous posts, with an emphasis on creating emotional connections with followers. On the other hand, Versace focuses on prestige and brand exclusivity. Engagement is measured through likes, comments, and shares, with Jacquemus encouraging interaction through questions and responses, while Versace leverages celebrities and glamorous campaigns. These findings highlight the importance of adapting digital content to effectively drive consumer engagement on social media.