The integration of chatbots within the luxury fashion industry has the potential to significantly enhance customer experiences and promote sustainable practices, which are crucial in this globally influential sector. Luxury in fashion is defined by its origins and evolving attributes, emphasising high quality, exclusivity, and superior craftsmanship. Current trends in the industry highlight the increasing role of technology and sustainability, driven largely by millennials’ preference for digital interactions and ethical consumption. Millennials’ attitudes towards luxury brands, which prioritise experiences and sustainability, shape their purchasing decisions. By leveraging customer experience and customer engagement theories, chatbots can create personalised, seamless, and engaging interactions that resonate with millennial customers. Recommendations for marketers include utilising chatbots to enhance customer satisfaction, foster brand loyalty, and advance eco-friendly practices in the luxury fashion market.