Following a global trend, the consumption of counterfeit goods is substantially spreading in Brazil, with significant economic and social consequences. Despite its uniqueness, luxury brand products are not immune to this process. Replicas of items such as handbags and watches produced by brands that are historically inaccessible for many, for example, can be easily purchased in the country. The demystification of luxury is the result of the evolution of its meaning: starting from craft logic onto a financial and industrial vision, luxury strode through modernity and post-modernity – the consumption era driven by symbolism and the merging of real and imaginary until finally democratize itself through what is known as new luxury, making counterfeit possible. In this context, the present study intends to comply with the following question: Which values could be held responsible for the buying decision of counterfeit Louis Vuitton handbags? To this end, we conducted an exploratory study in which 15 female subjects who bought counterfeit Louis Vuitton handbags were subjected to in-depth interviews analyzed using Laddering. The result of the study suggests that besides the product attributes, evaluated as extremely beautiful, to own a handbag made women feel imponent and with a certain status. When acquiring a Louis Vuitton hanbag, even though counterfeit, female consumers crave for belonging and raising their self-esteem, a value that is the primary motivation of the purchase decision.