Printed information is experiencing a real business crisis in recent years because now users are more interested in interactive media than traditional ones. This fact is confirmed by fashion brands, both luxury and fast fashion ones, which are promoting their products through social media where reach is higher than ever before. Fashion industry products as well as fashion brands are becoming more accessible while social networks are allowing access to information that used to be reserved only for a small number of fashion enthusiasts. With the emergence of social networks and the involvement of fashion brands, fashion industry in the public eye is perceived in a completely different way. This paper deals with the communication of fashion brands Louis Vuitton, Hermes, Zara and H&M on social networks Facebook, Instagram, Twitter and YouTube and provides insight into the world of fashion, as well as the specifics of high and fast fashion modes that reflect on communication through social networks. This paper also refers to the emergence of a new kind of influential people, bloggers, who take on the role of traditional journalists and are one of the most important aspects of the fashion industry when it comes to social networks.