This study explores the dimensions of users’ perceptions on mobile electronic commerce (m-commerce) of fashion items. This type of digital commerce leads the ranking when it comes to the volume of online sales in Brazil, and identifying the factors that impact on user’s purchase intent is crucial for service providers in the area. The development of digital platforms is also essential. Due to the quantitative nature of this study, a questionnaire with 15 items was developed, and applied to a sample of 110 users. The results showed adapted dimensions of the UTAUT model and related to the area of fashion: Effort Expectancy, Performance Expectancy, and Perceived Satisfaction. This research adds an empirical work that uses UTAUT theory applied to fashion m-commerce. The managerial contribution is to identify the perceptual profile of its users, which is crucial for managing companies' marketing strategies. In the academic context, it contributes to the investigation of a theme that has been little explored, but that has great potential in the area of information and communication technology.