Social media has evolved as one of the major sources of information on fashion, providing avenues for social media influencers to influence consumers' awareness, engagement and preference towards sustainable ethnic wear. The study explores the influence of social media influencers on consumer awareness, consumer engagement, attitude towards brands and preference towards sustainable purchase among the ethnic wear segment of Indian consumers. A quantitative research approach was used and primary data collection was done with the help of structured, self-administered questionnaires from consumers in the Delhi National Capital Region (NCR), India. Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS was used to analyse the proposed research framework. The measurement model showed good reliability, convergent validity and discriminant validity. The overall results of the structural model showed that social media influencers have a positive effect on sustainable consumer awareness and consumer engagement. Sustainable consumer awareness and consumer engagement both have a positive effect on brand attitude and brand attitude has a positive effect on sustainable buying preferences. All five hypothesised relationships were supported. The results provide insights for sustainable fashion research by integrating the relationship between influencer communication, consumer awareness and engagement with brand evaluation and sustainable buying preferences in the context of ethnic wear. The study also offers practical insights for ethnic-wear marketers seeking to develop social media communication that resonates with sustainability-conscious consumers