The fashion market continues to develop quite rapidly around the world, despite the negative pandemic and geopolitical factors of the last decade and remains an important part of the global economy. The article draws attention to the phenomenon of pseudo-foreign branding in Russia, which has long historical roots, which continues to be actively used by Russian retail companies to achieve market success. A metaphorical taxonomy of pseudo-foreign brands is proposed. As an example, the “clothing” segment of fashion market has been selected, which is characterized by latent pseudo-foreign branding such as inbranding, where the value of the manufacturers of materials, accessories and design is transferred to the final product. Regardless of the further fate of pseudo-foreign branding in Russia, the conclusion has been made about the need for closer cooperation of all participants in the value chain of the final product - clothing. Despite the conceptual nature of the article, it is interpreted as a basis for further empirical research.