In today's world, where marketing is constantly evolving and shaping, the role of celebrities as ambassadors of luxury fashion brands is becoming more and more important. Celebrities, often seen as style icons, can significantly influence consumer perception of a particular brand. Their presence in promotion can additionally emphasize the luxury, exclusivity and prestige of a particular fashion brand. As a result, companies pay generous monetary fees to have a famous person promote their products. Consumers often associate celebrity ambassadors with certain values, lifestyles or aesthetics, creating an emotional connection with the brand. However, the question arises as to how much the authenticity of celebrities as brand ambassadors plays a role in consumer perception. Consumers are increasingly aware of marketing strategies and look for authenticity in brand promotional activities. If the celebrity appears unconvincing or does not match the brand's values, this can have a negative impact on consumer perception. This research aims to determine the influence of celebrities as brand ambassadors on consumer perception of luxury fashion brands. The results of the conducted research indicate that famous people as brand ambassadors in promotional activities have a significant impact on consumer perception, and it has also been proven that the attractiveness, credibility, and popularity of a famous person as an ambassador of a brand encourage consumers to believe in the message communicated through advertisements.