We present a novel method for content-based recommendation of media-rich commodities using probabilistic multimedia ontology. The ontology encodes subjective knowledge of experts that enables interpretation of media based and semantic product features in context of domain concepts. Our recommendation is based on semantic compatibility between the products and user profile in context of use. We use probabilistic knowledge representation and reasoning framework to achieve robust and flexible results. The approach has been validated with fashion preferences of several individuals with a large collection of Sarees, an ethnic dress for women in Indian subcontinent. © 2013 IEEE.