Año 5, No. 1. enero-junio (2023)

The communication that fashion brands make about sustainability is today more questioned than ever. The new proposal for a Directive of the European Commission -Green Claims Directive-, will mark a before and after for many companies, as it aims to warn about various communication practices that confuse the consumer, including labels:;to show a sustainable label that is not based on a certification or is not established by public authorities, constitutes an unfair competition practice in all circumstances” (Proposal for a Directive of the European Parliament and of the Council on substantiation and communication of explicit environmental claims, 2023).In this article we will analyze the sustainability communication carried out by Inditex-specifically, its Join Life collection, distinguished as the most sustainable-, both in its Sustainability Policy and