Narco-culture and narco-aesthetics became symbolic ways in Colombian society, and have remained as a legacy since the 80s, where the exhibition of emotional excess and material possessions prevails. It could be stated that what happens with luxury and narco-culture is a judgment that was created by society which does not feel identified with such expressions. Luxury brands show an image and a lifestyle, therefore they are a symbol of social and personal identity, from a functional, experiential and symbolic level. Hence the perception of luxury brands depends on the context, as it happens with those luxury brands that are framed as brands narcs in the imagination of the most part of Colombian society. Luxury is bought or not for its symbolic content and consumer preferences towards the brand. The reason driving consumers to purchase is influenced by what the brand means and by the identity values in which people project themselves,in other words, it is influenced by what the brands communicate. It is clear, but not obvious, that there is a strict relationship between the narco-culture and luxury brands. This is why this investigation is relevant, as it shows that brands and consumers do not discriminate,no matter the brand and no matter the consumer, the brand will always fulfill its function of communicating.