Práticas de contestação da publicidade de moda no Instagram

The present work discusses the tensions created between the fields of sustainability and advertising through the exploration of contemporary activism on the subject. We explore advertising contestation practices about sustainability on digital platforms, with an empirical focus on the practices of individuals about the brand Shein on Instagram. Through interviews with fivecontesting interlocutors, we seek to comprehend what they understand by sustainability, advertising and their motivations for carrying out their activism on Instagram. As a result, it was possible to identify that the interviewees relate to sustainabilitythrough conscious consumption, with consumption being the main focus of the tensions in the relationship between sustainability and the advertising of the brand in question. The interviewees were mobilized by an opportunity to highlight themes that they believe are relevant regarding sustainability, based on the brand's success, with the aim of dialoguing with fashion consumers.