The invention discloses a fabric reel gripping and lifting fixture which comprises a slide block, wherein an axial screw hole is formed in the slide block, a lifting cylinder is fixed on the bottom surface of the slide block, a fixture plate is fixed on a push rod of the lifting cylinder, a fixture support plate is fixed at each of the two ends of the bottom surface of the fixture plate, a servo motor is fixed on each fixture support plate, an output shaft of the servo motor is inserted on the fixture support plate in a sleeving manner, the output shaft of the servo motor penetrates through the fixture support plate and is provided with a rotating screw, the rotating screw is in screw joint in a rectangular push block, the rectangular push block is sleeved in an inserting manner on a limit support plate fixed in the middle of the bottom surface of the fixture plate, one end of the rectangular push block penetrates through the limit support plate and is fixed with a clamping block, an arc groove is formed in each of two opposite surfaces of the two clamping blocks, and a fabric reel is sleeved between the two arc grooves in an inserting manner and is clamped between the two clamping blocks. The fabric reel gripping and lifting fixture can automatically grip the fabric reel, is high in precision, and grips materials conveniently, and in addition, the fabric reel gripping and lifting fixture is provided with an elastic rubber layer, so that the fabric reel is not damaged when gripped.