Background: Social media platforms changed completely the manner in which companiesinteract, communicate, promote their products, and create brand awareness. Such platforms areused as a means of communication among users for acquiring information, discussing products,and reflecting on brands. Even though social media is advantageous to both firms andaudiences, it can be an ineffective marketing strategy due to problems of transparency andincompetence. Luxury fashion brands including Balenciaga as well as Dolce & Gabbanaembrace social media when going for promotion and engagement but have recently had massivecriticisms due to controversial advertisements.Purpose: This research seeks to explain how the brand images of luxury fashion brandsBalenciaga and Dolce & Gabbana are affected by the backlash on social media marketing,particularly looking at how negative reactions can have an impact on brand reputation andconsumer-brand relationships.Method: A qualitative method with an inductive approach conducted through semi-structuredfocus groups with customers and protentional customers of the examined brands.Conclusion: Social media backlash negatively affects luxury brands Balenciaga’s and Dolce& Gabbana’s brand images