In the modern age, an increasing number of consumers are turning to mobile applications as a key tool for shopping. The paper investigates the role of the atmosphere of fashion mobile applications in the intention to purchase fashion products. The goal of the paper was to investigate what role the atmosphere of the mobile application plays in the decision-making processes of consumers when purchasing fashion products. Through the analysis of the development of mobile commerce and the concept of mobile applications, the paper considers the features of mobile applications for shopping fashion products. Also, the concept of atmosphere as a key element of mobile services is explored, with a focus on the factors of the atmosphere of a mobile application. With the rapid increase in the number of smartphone users, mobile applications have enabled major changes in retail. It is known from the literature that users of mobile applications expect the application to have an atmosphere, and that mobile applications should be strategically designed to generate desirable customer responses. Although previous research has confirmed the influence of retail atmosphere on consumer purchasing behavior, there is little empirical research on mobile application atmosphere, although it is present. The primary research was conducted on a purposeful, convenient sample of 203 survey respondents. The results showed that the atmosphere of the mobile application has a significant influence on the consumer's intentions when purchasing fashion products. Attractive design, interactivity, and a sense of fun and enjoyment play a key role in creating a positive user experience.