This thesis examines how perceived value shapes women’s luxury fashion choices in the Middle East, emphasizing the interaction between cultural, social, emotional, and ethical factors. It explores how concepts of prestige, identity, and modesty influence purchasing behavior within a region where religion and tradition remain strong social forces. The research combines theoretical and empirical perspectives to connect global consumer behavior models with local cultural contexts. By adopting a mixed-method design, it provides a comprehensive understanding of how consumers interpret luxury beyond material worth, viewing it instead as a reflection of personal and societal values. Ultimately, the study highlights the importance of aligning luxury branding with cultural authenticity and ethical awareness in order to strengthen consumer relationships in the Middle Eastern market.