This chapter attempts to explain the role of the Country of Origin (COO) in fashion marketing by providing an understanding of the concept, its influence on consumer decision-making, and its legal regulations while enabling the readers to gain a historical perspective of COO labelling. It also highlights the significant policies in the major fashion consumption and production markets. A comprehensive set of sources to access the COO labelling requirements in major markets and a discussion on the growing use of COO and its surrogates by major fashion brands is included.