|Abstract||This paper focuses on the relationship of luxury fashion brands and social media, through delving into who the luxury fashion consumer, and the social media consumer are. It then examines the desires of these groups of consumer from luxury fashion brands on social media. Additionally, it examines the difference between brand innovators, risk takers, and brand imitators, fast followers, in the social media space specifically related to Facebook, Twitter, Instagram and Pinterest. It specifically looks at the positioning on social media of Michael Kors, Louis Vuitton, and Burberry as brand innovators, and Kate Spade, Calvin Klein and Yves Saint Laurent as brand imitators. Lastly, it examines when it is appropriate for a luxury fashion brand to be a social media brand innovator or a brand imitator.