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Purpose: The purpose of this article is to explore the relationship between luxury brands and their motivation to produce luxury socially responsible goods in response to the increase in consumers’ demand for sustainable luxury. Design: Based on the literature, the different perspectives and findings of distinct scholars, the authors developed a conceptual model that establishes a connection between luxury brands’ symbolic identity and their motivations to engage in a CSR approach. Findings: The authors established a relationship between luxury brands’ positioning and their driving forces that compel luxury brands to be involved in the production of luxury socially responsible items. Moreover, the creation and development of the conceptual model allowed the researchers to identify four distinct categories of luxury brands labeled Democratic luxury brands, Limited Edition luxury brands, Extensively Rare luxury brands, and One-of-a-kind luxury brands. Originality / value: This paper tries to enhance scholars and practitioners’ knowledge about luxury socially responsible brands and their motivations to engage in a fruitful relationship with luxury socially responsible consumers.