Greenwashing As A Way Of Advertising As Sustainable: The Case Of The Farm Brand

This article explores the issue of greenwashing in the fashion industry, a phenomenon in which companies make empty sustainability promises to deceive consumers and create a false image of their responsibilities. The main objective is to analyze the gap between the sustainability promises made by a company and its actual actions, highlighting the impact of these practices on society and the environment. For achieve this objective, this article analyzes the disclosures made in the 2022 Sustainable Report of Farm, a women's clothing brand with a global presence and belonging to the Soma Group, regarding its environmental responsibility. This analysis of Farm's practices ends up providing data on the difference between what is presented in discourse and the sustainability actions actually carried out, thus arriving at the discursive practice known as greenwashing