Аннотация: The article discusses the strategies of advertising communications in the fashion industry, their evolution and segmentation depending on the brand's price positioning. Based on a comparative analysis of advertising campaigns of key market players (from luxury houses to mass-market), the patterns in building an advertising image, its correspondence to the target audience and motivation for consumption are revealed. Special attention is paid to the transformation of the advertising message from abstract-artistic concepts to specific trends within the hierarchy of "luxury – mid-market – mass-market".