Fashion stands on the periphery of intellectual interest. It is considered a fleeting phenomenon of modern society. The concept of fashion is much wider than just the definition of the latest fashion wave. Fashion involves a direct reaction to trends, company development and contemporary culture. The development and impact of fashion brands depends on the cultural and social factors in which the brands are located. The aim of this contribution is to answer questions related to the social and cultural role of this phenomenon. The socio-cultural aspect of trademarks is analysed in the example of brands used in the fashion industry in contrast to two communities – France and Czechoslovakia in the 20th century. The paper analyses the impact of French fashion brands in Czechoslovakia.