The aim of this paper is to research how high fashion brands communicate via social media, on which platforms they have the most followers and how much is the audience a part of their online communication. Fashion is an interesting phenomenon, it is very popural world wide and a lot of people are being a part of its creating and spreading. High fashion has always been a story for itself and the very name of a famous fashion brand carries a certain weight and meaning. In the modern age, this kind of social phenomenon is a very interesting subject for research. With development of communication, with emphasis on online communication, high fashion brands are having more powerful influence and making new markets. Social networks became the newest channels of communication with audience, they are specially popular because of their possibility to simply communicate with wider audience, their knowledge about what type of posts does audience like the most, what kind of posts they respond the best to and also how to move in the desired direction. Because of that it is interesting to study main factors and characteristics of communication which fashion brands have over social media. Today, managing fashion brands means you have to interact with audience via social networks, follow the competition and move along with constant change of trends. Good quality of managing fashion brands leads to the loyalty of regular costumers and gaining the new ones.