Whilst fashion brands should, and often do take responsibility of becoming more sustainable in various business related efforts, it is crucial that the consumer also understands the need for change. Consumer understanding is one of the main areas that fashion brands need to ”innovate” in, according to some studies. Marketing and communication strategies is the business area that can create consumer understanding, and in this study, the aim has been to examine whether, and if so, how, both luxury and fast fashion brands creates consumer understanding of environmental sustainability.