The past decade of fashion has witnessed the introduction of celebrity fashion labels; where celebrities are launching their own fashion lines. This influx of celebrity labels has stimulated an awareness of fashion within the everyday life while allowing celebrities to commodity their image into a profitable product. Globally this trend has been successfully recognized where in India it is still evolving and gaining momentum. This study explores the role of the already famous personality-established in the media by their way of work in television, movies, sports, music-who cross over into the realm of fashion via their reputable identity within the popular culture. Further, this project would analyze the effect of celebrity-fashion-label on consumers or what makes them buy a celebrity label. Effectiveness & implications of the study will be helpful to marketers and corporations (Retailers or e-commerce portals) who are willing to collaborate with celebrity lines.