The article substantiates the need to return to collective representations as optics for understanding collective memory, which will allow the bringing of the foundations under the concept of collective memory, and expand the theoretical and methodological base of research. As the first step, the author distinguishes between E. Durkheim’s “collective representations” and M. Halbwax’s interpretation of “collective memory”. Justifying the heuristic potential of the category “collective representations” for understanding collective memory, the author shows that the origins of this idea were connected with Durkheim’s acquaintance with the school of V. Wundt: 1) the idea of collective representations is connected with the views of the German psychologist; and 2) the development of the method of sociology bears traces of Wundt’s positivism. Furthermore, the author’s concerns are the ways of preserving and translating collective representations, showing the possibilities of substantiating commemorative practices as performative acts and the need to abandon reflection as a source of collective memory research. In conclusion, the author proves that the return to the idea of collective representations as a basis for understanding collective memory allows us to move away from the metaphorical concept, as well as to reconsider the ways of researching and interpreting the politics of memory, the relationship between individual and collective memory, the study of the place of the image of specific events in collective memory, and the place of psychological explanations.