The rapid industrial development and social changes brought about by global production often rely on environmentally unacceptable practices. It is therefore not surprising that there is an increase in the consequences of climate change, which is why environmental sustainability is becoming an increasingly important topic in public discourse. Among global industries, the fashion industry, which is one of the major environmental polluters, is trying to stand out by applying the idea of sustainability in itsproduction processes and communication strategies, and in this way tries to bring sustainability closer to the public. The communication of sustainable practices and their benefits mainly takes place through digital media, especially social networks, which have become an indispensable tool for the promotion of products, services and branding in the market. Despite the growing awareness of sustainability, the market share of sustainable products is still low. The paper explores the ways in which sustainablebrands use social networks and which communication strategies they apply to influence their target group. The sustainable brands Pangaia and Lunilou were selected for the research, and their content on the social networks Instagram and TikTok was analyzed. Qualitative methods of content analysis and in-depth interviews were used to research this topic.The results of the research showed that Lunilou and Pangaia have completely different communication strategies on social networks according to the target groups, also, through the research it was determined that sustainability is not the primary guiding association when creating content in digital communications of both researched brands.