Recognising the significance of digital visual aesthetics for influencing consumers’ interactions and purchase decisions, this study examines their impact on fashion e-commerce platforms, focusing on the digitally native Generation Z (Gen Z) in India. The study uses the Stimulus-Organism-Response (SOR) model as the conceptual framework to examine how classical and expressive visual aesthetics influence the consumers’ hedonic and pragmatic perceived quality and purchase intention, mediated by core and affective emotions. A quantitative survey-based approach was used to collect data from adult Gen Z consumers who frequently shop online. Following a process-based approach in comprehending the emotional facets of the consumers led by aesthetic influences, the findings of the study suggest that app User Interface (UI) designers should focus on emotional triggers of the Gen Z consumer base to optimise design strategies for fashion e-commerce apps for enhanced user experience (UX) of fashion e-commerce app.