Due to the pandemic restrictions, fashion week shows were forced to re-think creatively to deliver a digital version that could bring some of the physical atmosphere, while keeping viewers engaged. Emotional branding is considered a powerful marketing strategy that focuses on creating strong brand attachments between consumers and brands, decisive in highly competitive environments as fashion. The purpose of this article is to (1) observe and identify how fashion brands can use emotional branding in digital fashion weeks and (2) unveil the opportunities and limitations that the digitalization of fashion weeks offers to the brands. For that, we present four case studies that are representative of the Copenhagen Fashion Week. Because of the nature of the research, this study is purely qualitative in nature. A total of four visual analysis, two focus groups, and an in-depth semi-structured interview were conducted, on top of that, the study is supported with semi-structured interviews supplied by Copenhagen Fashion Week. A social constructivist research paradigm, anchored on the nature of the field of study, was applied as philosophy of science. Through this, the researchers got a deeper understanding of the four selected case studies. Fashion brands’ digital presentations were found to use emotional branding strategies such as empowerment, sensory branding, and storytelling. Furthermore, from the digitalization process it is identified a recurring trend, the democratization of fashion shows and its effects for the fashion industry. This study fills up a research gap in the field of emotional branding linking it to digitalization. Given the practical significance of emotional branding on digital fashion weeks, the findings of the current study provide insights into fashion brands through making possible a more complete understanding of using emotional branding in digital scenarios.