The concept of heritage preserves and promotes a brand’s storied past to maintain its symbolic appeal in the present and future (Hakala et al., Journal of Product and Brand Management 20:447–456, 2011). Through storytelling techniques, luxury fashion brands draw on their historical narratives to transmit values such as authenticity, continuity, and exclusivity via offline and online channels (Kapferer and Bastien, Digitalization in the luxury fashion industry. Palgrave Macmillan, 2020; Cabigiosu, Digitalization in the luxury fashion industry. Palgrave Macmillan, 2020). A strategic use of heritage not only serves to strengthen brand identity but also provides a competitive advantage by linking creative legacy with cultural heritage and creating an emotional bond with consumers (Visconti, Communicating luxury brands through stories. In Morhart et al. (Eds.) Research handbook on luxury branding (pp. 203–221). Edward Elgar Publishing, 2020; Hakala et al., Journal of Product and Brand Management 20:447-456, 2011; Bernasconi et al., Storytelling empresarial: Relações públicas contador de histórias. Intercom, Sociedade Brasileira de Estudos Interdisciplinares da Comunicação, 2011). This study aims to contribute to a deeper understanding of the role of heritage in the digital communication of luxury fashion brands Gucci and Louis Vuitton. The types of heritage-related arguments and rhetorical strategies the two brands use to create consistent storytelling are analysed by examining their official websites and Instagram accounts. Introducing the locus from internal authority as a new concept in argumentation studies offers a fresh perspective on how brands can leverage their history as a source of credibility.