Fashion, as one of the largest industries in the world, causes serious social and environmental issues. Sustainable fashion aims to reduce pollution and improve working conditions in the industry. This article suggests ideas for improving advertising and better understanding consumer behavior in order to promote sustainable fashion. While there is still a lack of academic studies on consumer behavior and sustainable fashion, there is a need of the fashion industry to become more sustainable. Further work on improving sustainable fashion advertising as well as better understanding the target audience is to date necessary.