Аннотация: The topic of this research focuses on the phenomenon of collaborations in the field of fashion and its role in the promotion of luxury brands. Luxury brands often resort to this innovative approach to create unique collections that cross the boundaries of traditional style and attract a wide audience. This study will analyze the phenomenon of collaborations and their impact on the perception and popularity of luxury brands in the fashion industry. The results of the study will allow us to better understand how the phenomenon of collaborations affects the development of luxury brands in the field of fashion and what advantages they provide to brands when promoting their image and products.