This study explores the influence of advertising and brand image on consumer purchase decisions in the fashion sector, with a particular focus on the mediating role of buying interest. As digital technology and social media continue to reshape consumer behavior, understanding how brand-related communication impacts decision-making becomes increasingly relevant. Building upon and extending prior research, this study examines the indirect relationships among these variables to offer a more comprehensive view of consumer behavior. A quantitative research method was applied, utilizing a structured questionnaire distributed to 161 respondents aged 18 to 35. Data were analyzed using Structural Equation Modeling (SEM), alongside tests for reliability, validity, and hypothesis significance. The findings confirm that advertising positively influences brand image and buying interest, while brand image also significantly affects buying interest. Furthermore, buying interest plays a crucial role in driving actual purchase decisions. These insights highlight the importance of creative advertising and a strong, positive brand image in cultivating consumer buying interest and ultimately influencing purchasing outcomes. The study contributes to the development of digital marketing strategies by offering a nuanced understanding of the psychological factors shaping consumer choices in an increasingly competitive fashion industry.