This study addresses the challenges faced by the fashion industry and its consumers in relation to sustainability and the circular economy in a digital age, relating them to the impacts that this industry triggers, both environmentally and socially. The aim is to understand the relations between environmental concern, fashion consumer awareness and adaptation to the digital evolution, and how these can result in an intention to buy sustainable fashion. The methodology adopted was based on other studies in the area, allowing us to answer the investigation question and, finally, to present some reflections that could mitigate the problems found. This research concisely highlights the limitations of the current linear economy, demonstrating the difficulties in the transition to a more sustainable world. This article is relevant for researchers in the field of fashion brand communication and consumer behaviour, as the results show some theoretical and experimental content for a better development of strategies and practices in the field of sustainable fashion, taking into account the digital evolution.