Discussion regarding astrology is currently hot and dominates the space and time in the daily media. In the light of astrological theories, they assume a link between the positions of the sun, moon as well as planets in the Zodiac at the moment of birth and an individual’s social behavior, personality and the future. Previous research has examined the relation of personality traits as well as the attitude toward advertising to the astrological sings, but the attitude toward fashion has not been studied. Given that astrological appeal are used in business, media and advertising more and more, it is important to get an insight into the vogue for consumers so as to plan an effective integrated communication strategy. The purpose of this study is empirically to examine the relation among astrological sings, personality and vogue for consumers by using 1523 representative samples from Taiwan. The findings indicate that the predictive power of astrology toward personality and fashion is very minimal. In a nutshell, personality traits significantly account for more variance on attitude toward fashion than astrological signs do, so does the predictive power. Results from this study suggest that astrology is just a good example of the evolution from a myth to the myth in terms of Roland Barthes’ semiology and mythologies.