This study explores the transformative role of social media influencers in fashion marketing, examining how brands strategically collaborate to enhance product visibility and engage consumers. In the fiercely competitive fashion industry, businesses increasingly turn to influencers as powerful drivers of consumer preferences. The research aims to empirically examine the relationship between celebrity attributes and consumers' purchase intention while considering the moderating role of para- social relationships. Through this study, the research dissects successful brand-artist collaborations, emphasizing the role of para-social relationships in heightened consumer engagement. It explores how artists, by fostering one-sided connections with their audience, create authenticity, relatability, and resonance, thereby influencing consumer behavior. The findings offer actionable insights for businesses in navigating the digital era, providing a roadmap for leveraging influencers to build brand loyalty and expand market reach by cultivating para- social relationships. The findings of this research reveal the influence of celebrity endorsers’ perceived on purchase intention, a relationship reinforced by the existence of the para-social relationship. In summary, this research contributes to a deeper understanding of innovative marketing strategies in the fashion industry, showcasing social media influencers’ impact and para-social relationships’ role in shaping consumer behaviour