本文主要研究奢侈品的设计美学和消费者心理。首先对奢侈品的概念,奢侈品的特征进行梳理和介绍,对设计美学的本质特征以及消费心理特征进行了阐述。结合成都市时装奢侈品牌市场调研,从造型结构、设计风格等美学因素上研究了消费者奢侈品消费心理的美学特点。 This article focuses on the luxury design aesthetics and consumer psychology. First, the concept of luxury goods, the characteristics of luxury goods are reviewed and introduced, and the essential characteristics of design aesthetics and consumer psychology are described. Combined with Chengdu market research on fashion luxury brands, this paper studies the aesthetic characteristics of consumers’ luxury consumption psychology from the aesthetic factors such as the structure and design style.