In a context shaped by the acceleration of social and technological transformations, communication remains a structuring element of both interpersonal and institutional relations. In the luxury fashion sector, this premise is particularly relevant, as these brands, despite their tradition and heritage, currently face an audience whose expectations evolve rapidly and unpredictably. Within this scenario, the need to adopt innovative communication strategies becomes evident, with digital storytelling emerging as a tool of high differentiating potential. This research results from a methodological effort that combines a literature review with empirical inquiry, with the central aim of analysing the effects of digital storytelling on the communication strategies of luxury fashion brands, with particular emphasis on the construction and consolidation of branding. The literature review allowed for a deeper understanding of the concept of digital storytelling, an exploration of the specificities of the luxury fashion sector, and the identification of theoretical gaps and divergences among authors. Based on this analysis, the research questions were formulated, and the method of Focus Groups was selected to collect empirical data. Data analysis, conducted through the WebQDA platform, revealed that digital storytelling contributes significantly to brand awareness, fosters content sharing, inspires target audiences, deconstructs stereotypes, and promotes brand humanisation. It is therefore concluded that digital storytelling constitutes an effective and pertinent communication strategy for luxury fashion brands, enabling them to respond to the challenges imposed by the new marketing era and to strengthen their emotional connection with consumers.