The current paper examines how parasocial interaction (PSI), imaginary and illusory relationships with fashion designers, enhances luxury consumers’ social media contributions. SEM results (Mplus 7.4) from an online survey with visual stimuli (n = 555) show that PSI with fashion designers increases opinion leadership and content production. Specifically, opinion leadership mediates the impact of PSI on user-generated content (UGC) creation, but not electronic word-of-mouth (eWOM). Luxury consumers only produce UGC when their leadership abilities are emboldened through PSI with fashion designers. Overall, these findings contribute to a growing body of digital luxury studies while helping luxury firms to counterbalance their legacies and brand awareness through social media.