Аннотация: The topic of this research focuses on the features of promotion of luxury brands in the field of fashion. Luxury goods need to be promoted in a special way, because the classical laws of marketing cannot always be applied in the process of promoting these products. The research analyzes the distinctive features of luxury brands, their characteristics, as well as promotion strategy on the example of fashion house Hermes. The results of the research will give a better understanding of what communication strategy and what marketing tools should be used in the promotion of luxury brands.