The objectives are to investigate consumers' attitudes toward luxury fashion apparels brands, with a focus on Indian customers, and to choose the themes (cognitive, affective, and behavioural) from the current ones on the "attitude scale to luxury things." An empirical study was conducted among urban respondents from various social strata in Gujarat to investigate consumers' attitudes about luxury fashion apparels from an Indian context. The findings of this study offer helpful advice to luxury fashion brand managers and marketing researchers on how to develop and implement effective marketing strategies to maximize the potential of their luxury brands. Descriptive research design method used for this study. Samples were chosen for the study through non-probability convenience sampling method. Sample size is 390 individuals. Data were collected from primary and secondary sources. In study, the research, the researcher has collected primary data using survey method with reference to structured questionnaire. Data is analyzed by performing descriptive analysis, Chi-square, ANOVA, and Multiple Regression using SPSS.