The changing dynamics in the field of fashion are always growing rapidly, no exception to Muslim fashion. The wave of demand for Muslim fashion has become a promising business so that more and more days are increasing. The rapid development of the retail business coupled with intense competition from each boutique outlet, marketers can create strategies that can be used to win the competition against similar retail businesses. The main objective of this research is to find out the relationship between Fashion Involvement towards Impulse Buying, where Positive Emotion and Hedonic Consumption Tendency are mediators focusing on Muslim fashion consumers Al-Fath, Karita and Anisa owned by Margaria Group Yogyakarta. The method of this research is a direct survey of the relevant customer. Test reliability and validity were carried out. The research respondents consisted of 150 consumers, the data collected was analyzed by the AMOS SEM method. The results showed that: 1) Fashion Involvement had no significant effect on Positive Emotion; 2) Fashion Involvement has a positive and significant effect on the Hedonic Consumption Tendency; 3) Fashion Involvement has a positive and significant effect on Impulse Buying; 4) Hedonic Consumption Tendency has a positive and significant effect on Positive Emotion; 5) Positive Emotion has a positive and significant effect on Impulse Buying; 6) Hedonic Consumption Tendency has a positive and significant effect on Impulse Buying