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Given the potential for authorial fashion to lead the way in the field of sustainable fashion and digital platforms to be a powerful tool for spreading sustainable messages, this study seeks to explore the emphasis given to sustainability in the digital communication of Portuguese and Spanish’s authorial fashion.

A thematic analysis of all the posts published on the feeds of the 63 designers who presented their collections at the Madrid and Lisbon fashion weeks in September/October 2022 (Spring/Summer 2023) or February/March 2023 (Fall/Winter 2023/2024) editions was carried out. The information was collected over a six-month period between the two fashion weeks. This study is based on the categories identified in the reflexive thematic analysis developed by Testa et al. (2020). After adapting the categories to our analysis, 14 emerging themes were identified as observation criteria.

A total of 4,699 posts were examined. The analysis reveals a general lack of interest in mentioning sustainability – a subject evident in just around 6% of the content – as well as a high emphasis on the visual aspect of the fashion product. Several similarities between the Portuguese and Spanish markets were observed.

This study is important since there are few cross-cultural studies in the field of fashion between the two countries, particularly on sustainable fashion. Furthermore, it establishes a structure that is easily replicable in various markets and geographical areas.