This study investigates the communication of fashion brands through digital marketing on social networks. The methodology used is known as content analysis, to which a quantitative and qualitative approach has been applied. Three social networks of twelve brands were analysed during the months of March and April 2025. The specific objectives of this work are to study how consumerism has increased in the fashion industry as a result of the appearance of social networks, to analyse the impact of advertising on social networks on different social groups and their tendency to consumerism, to make an analysis proposal to compare the marketing strategies of different brands, to identify which marketing strategy on social networks obtains the best results, to determine the creativities that generate the most engagement in brands and to analyse how content generated by influencers and viral trends affect consumer purchasing decisions.