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The main aim of my thesis was to figure out if the adoption of unconventional communication strategies within the fashion industry has led to effective results in terms of profitability. The choice upon the unconventional communication tactics in fashion segment rather than traditional ones was driven by the fact that in last years, various forms of unconventional communication are both, one of the most utilized marketing tactics by different industries and it entails lot of different practices that might turn out to be blurred in identifying their effectiveness whether not. I analyzed Italian communication campaigns adopted by Levi's, Diesel, and Athletes World characterized basically by guerrilla and social network practices followed in some cases also by viral spots.