Despite the orientation towards online retailing journey accelerated by the application of new-age technologies in the pandemic context, the role of the physical store still has a central role in luxury shopping in the digital omni-channel perspective. Digital technologies have increased their impact on consumers (Evanschitzky et al., 2020; Klaus & Zaichkowsky, 2020; Kaplan & Haenlein, 2020; Davenport et al, 2020; Huang and Rust, 2021a; Pantano et al, 2022). In today’s digital age, AI is one of the new-age technologies raising growing interest for their potential disruptive impact on marketing and retailing in different sectors (Forbes, 2022).

The paper examines how omnichannel communication of sustainability of luxury fashion brands enhance consumer brand engagement. We propose a multiple case study of four Italian high-end fashion brands. The study advances the literature on sustainable luxury fashion and omnichannel communication and offers guidelines for managers to effectively communicate sustainability.