This Study is designed to identify the appropriate fields of culture and art supporting activities in fashion business and to propose an effective culture and art strategy on establishment of positive fashion brand attitude. Subjects of this study were 242 young male and female consumers interested in fashion and culture marketing activities. Data were analyzed by using SPSS 12.0 with Independent-Sample T-Test, ANOVA, Duncan test. Also, we suggested the FBFit(Fashion Brand-Mecenat Fit) model by using Prefmap3. The results are as follows: First, it was revealed that culture art marketing activities such as a film, a popular music, a musical of the art and culture fields were important for maintaining the positive fashion brand image. Second, the consumer with recognition of culture and art supporting activities had a positive attitude on culture and art marketing of fashion brand. Third, FBFit model was revealed that there was a significant difference an appropriate culture and art fields for each fashion brand image. Therefore, each fashion brand has to select appropriate fields of culture and art marketing activities by considering their fashion brand image with a long term perspective.