This work aims to evaluate the efforts and business strategies that lead to the creation and development of a premium fashion brand. To achieve this goal, a historical research about fashion is undertaken, with the objective of identifying relevant consumer behavior tied to the consumption of luxury goods. Through a series of in depth interviews, the perceptions of professionals from the fashion industry are taken into account, providing new understanding about the tasks involved into the creation and maintenance of a fashion brand. The obtained results are also analyzed in the light of the relevant Marketing literature. Interesting findings include the importance given to the name of the brand, the location of retail places, the quality needed to become a part of the elite fashion brands and the brand positioning.