Revista ADM.MADE, v. 24, n. 1, 96-114. Abstract: To understand the collective dimension of consumer-brand relationships, formed between luxury fashion brands and female dyads within a family, we analyzed the link between family identity and consumer-brand relationships. A qualitative approach was chosen to investigate 5 different families using in-depth interviews with mother-daughter dyads. The main results consist of the extension of the consumer-brand relationship construct, providing a triangulated perspective on the topic, and proposing an initial typology composed of three emerging forms of collective consumer-brand relationship: sorority initiation, prom queen friendship and in-law relationship. This study inaugurates a collective approach to consumer-brand relationship studies, especially in the luxury context, using an intergenerational female family bundle as the unit of analysis (mother-daughter-brand), whereas research has traditionally focused on individual relationships (consumer-brand). By understanding how brands navigate the family territory – building collective relationships with brands – marketing managers can finetune branding strategy and positioning, according to the role they wish their brands to exert inside the family or other collective contexts, thus resulting in higher loyalty levels.