To sustain their growth worldwide, luxury brands are increasingly adopting the codes offast fashion. They continually introduce new designs that move quickly from the catwalk to stores tostay on-trend, resulting in short and constantly renewed collections. But does this fashionizationimpede luxury brands’ Corporate Social Responsibility (CSR) image? This article investigates thisquestion building on the ephemerality–scarcity dual-route model. Findings from a first experimentinvolving a fictitious luxury brand show that fashionization increases both perceptions of ephemerality(negative route) and scarcity (positive route), with opposing resulting eects on the brand’s CSRimage. Extending these results to a real-life luxury setting, findings from a second experiment showthat the influence of fashionization on the brand’s CSR image is only mediated by the positive scarcityroute. This study provides a number of noteworthy theoretical insights and relevant managerialimplications for luxury managers involved in CSR communication.