<em>This study analyzes three driving factors that influence millennials’ online purchase intention for fashion or apparel products in Indonesia, such as online reviews, celebrity endorsement, and e-commerce platforms. This study is inspired by the rapid penetration of the e-commerce market in Indonesia, in which fashion products or apparel are one of the best-selling commodities traded. Research is conducted with a quantitative methodology by gathering 175 respondents, who have online shopping experience in Indonesia. Respondents are limited to the millennial generation – for the ones whose age ranges between 20-38 years old, from varied backgrounds, such as gender, monthly income, frequency of online shopping, and average monthly spending for online shopping. Regarding the main objective of this study, results show only two of three independent variables, which are: celebrity endorsement and e-commerce platform which have a strong correlation with millennials’ online purchase intention in Indonesia. Amongst these two significant variables, the e-commerce platform is the most correlated to the online purchase intention of Indonesian millennials. Therefore, hiring celebrity endorsements and choosing the right e-commerce platform is essential for Indonesian fashion entrepreneurs to be successful in the online market.</em>