This paper proposes an analysis of how sustainable fashion journalism is guided by journalist Lilian Pacce. The choice of theme is a way of evaluating the fashion theme in society, because fast fashion culture increasingly increases consumption, consequently harming the environment with irregular disposal of chemicals and excessively extracting natural resources. The term slow fashion came to change fashion consumption, offering a new perspective on the subject. Sustainable fashion is still not very prominent outside the scope of fashion, especially in journalism, for this, the research is done through Lilian’s website and YouTube channel, which since 2008 addresses the subject with statistical data and tips on how to join the conscious consumption, as well as publicizing how the major brands are adapting to this cause. This research was conducted through a case study, with the section and playlist “Recicle-se” (site and channel) the main object to be analyzed. Thus, the method of approach was qualitative exploratory and descriptive, and quantitative. The results after the evaluation are that the subject is of social interest, but has not yet gained its necessary space and that the form worked by the journalist has not yet reached the public for a highly socially relevant topic.
