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The Social Media age had brought incredible business opportunities for the marketing segment. Of late, almost all the famous brands invariably had social media presence. Numerous social media forums like Facebook, Instagram and Twitter were influential in connecting with millions of customers at the same time. Initially, many of the luxury brands were wary of approaching the social media for their business requirements. But, with the passage of time, luxury brands also made a deep plunge into the social media in order to strengthen their market presence. Chanel, a luxury brand was known to be the most popular brand on social media in the recent times. By frequently posting content on social media pages and quickly categorising the content it posted on all social media forums, the fashion brand had garnered more than 67 million followers. The high end fashion brand utilised social media in the best way in order to bolster its sales and was also able to build a substantial customer base. However, fashion experts were of the view that luxury brands like Chanel who wished to maintain its exclusivity could eventually dilute the brand's prestige by increasing its social media presence. In such a scenario, would fashion icon Chanel be able to retain its exclusivity with increased presence in social media?