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This research try to see a phenomenon of an industrial brand, the "Nike" brand in Indonesia. In looking at the phenomenon, this research seeks to explain the existing phenomenon of hypereality about the brand. With the simulacra and simulation approach from Baudrillard to understanding the phenomenon. This research identifies that there is a very large relationship between the symbol that is trying to construct and capitaliza the Nike brand. The influence of the environment and the mass media in shaping the perception of the use of Nike brands into a hegemony where the dominant culture governs the position of domination. The choice of a fashion brand is often influenced by many factors, and one of the main factors is the fact that we have entered a postmodern era in which consumption culture is developing very rapidly. This situation finally forces us to enter a hyperreality where what is real and not real has been very closely tangent.

Fashion Branding Dalam Narasi Simulacra dan Simulasi (Penggunaan Brand “Nike” dalam Menentukan Status Sosial di Masyarakat)