This project examines how the social media persona Oscar PR Girl was constructed and humanized as a luxury brand identity for Oscar de la Renta. To understand this issue, the article considers branding literature focused on luxury brand marketing via social media, then details a textual analysis of Oscar PR Girl content across three social media accounts (Instagram, Twitter and Pinterest) between 1 February and 31 March 2015. The findings of this analysis address how Oscar PR Girl’s messages on various social media accounts interacted with each other to become a unified branding tool. This exploration comes at a time when luxury marketers grapple with how to participate in social media platforms without diminishing brand identity and exclusivity.