The present study contributes to the recent debate on luxury brands and sustainability practices. By combining Implicit Association Test (IAT) with two online experiments, the research aims at reconciling previous results on this topic. Particularly, in the first study, millennials’ unconscious associations to sustainable luxury are investigated. In the second study, the effect of sustainability on millennials intentions to buy toward luxury and fast-fashion products are assessed. Finally, the third study considers the role of different product appeals involved in the sustainability practices in determining consumers’ responses. Expected results of study 1 and 2 confirm the idea supported by a part of previous studies that sustainability is not automatically and positively associated to luxury brands. Study 3 provides with an explanation of discording results, by focusing on sustainability appeals and their centrality on the evaluation of luxury products. Theoretical and managerial implications are discussed.