Lately, we observe that luxury brands develop collaborations with influencers who tend to generate stronger impressions of connection and identification with customers, compared to a celebrity (Shi et al., 2021). If the positive effect of celebrity endorsement on ethical luxury have been demonstrated though the literature (Muniz & Guzmán, 2021), the effects of influencer endorsement on ethical luxury remain unknown, to our knowledge. Similarly, luxury brands that engage in sustainable activities can be perceived as more charismatic (Semaan et al., 2019). Through their natural or built charisma (Cocker & Cronin, 2017), both celebrities and influencers can increase brand charisma through endorsement. This research hence tries to understand the effects of influencers on the perceptions of ethical luxury and brand charisma.