In the vast landscape of online shopping, we are exposed to an extensive amount of information and stimuli. How much of our decisions to buy is truly rational? Researchers have found that businesses incorporate “dark patterns”—tactics of user interface design that leads users to inadvertent actions such as purchasing and subscribing membership—to manipulate our decision makings (Brignull, 2018; Mathur et al., 2018). This study delves into the realm of online fashion websites, scrutinizing the prevalence and impact of these deceptive design strategies. Through a combination of quantitative analysis and in-depth interviews, this paper aims to address four key research questions: (1) How do the prevalence and characteristics of dark patterns vary across online fashion websites? (2) What is the prevalence of dark patterns on online fashion platforms compared to general shopping websites? (3) How do users perceive, experience, and react to dark patterns on fashion websites? (4) Does users’ recognition of dark patterns influence their attitudes and trust toward fashion brands? Shedding light on both prevalent phenomena and user perspectives, this study found that dark patterns are present on 78.4% of fashion websites, with Nagging and Limited-time Messages being the most common. The prevalence of dark patterns on e-fashion stands out from general e-commerce by adopting more visual-related dark patterns. Additionally, the study revealed a positive correlation between the number of dark patterns and website popularity. Participants' varied and inconclusive perspectives on dark patterns highlighted dark patterns’ context-based impact, but their responses suggested that prior trust in brands may mitigate the negative effects of dark patterns.