<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-1284</journal-id>
<journal-title><![CDATA[Vista. Revista de Cultura Visual]]></journal-title>
<abbrev-journal-title><![CDATA[Vista]]></abbrev-journal-title>
<issn>2184-1284</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-12842025000102005</article-id>
<article-id pub-id-type="doi">10.21814/vista.6253</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Moda Sustentável, Publicidade Insustentável: Estudo de Caso em Pequenas e Médias Empresas]]></article-title>
<article-title xml:lang="en"><![CDATA[Sustainable Fashion, Unsustainable Advertising: A Case Study of Small and Medium-Sized Enterprises]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Silva]]></surname>
<given-names><![CDATA[Cícero Feitosa da]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mesquita]]></surname>
<given-names><![CDATA[Francisco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
<xref ref-type="aff" rid="Aaf"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Fernando Pessoa  ]]></institution>
<addr-line><![CDATA[Porto ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Fernando Pessoa Faculdade de Ciências Humanas e Sociais ]]></institution>
<addr-line><![CDATA[Porto ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidade do Minho Instituto de Ciências Sociais Centro de Estudos de Comunicação e Sociedade]]></institution>
<addr-line><![CDATA[Braga ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>01</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>01</month>
<year>2025</year>
</pub-date>
<numero>15</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-12842025000102005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-12842025000102005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-12842025000102005&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este artigo discute como marcas, caracterizadas como pequenas e médias empresas, de moda sustentável podem alinhar suas iniciativas e estratégias publicitárias aos princípios de sustentabilidade e do mercado. Tendo como base de pesquisa a dissertação de mestrado intitulada Alternativas Entre Luxo e Desperdício: Publicidade no Contexto da Moda Sustentável (Silva, 2024), o texto aborda a evolução da moda, contextualizando a transição de uma indústria focada na produção em massa para um setor que, cada vez mais, incorpora preocupações sociais e ambientais. Discute-se centralmente os desafios enfrentados por pequenas e médias marcas em comunicar valores sustentáveis em um mercado ainda caracterizado por práticas tradicionais e por um consumismo excessivo. São analisadas as estratégias de marketing e publicidade adotadas por quatro marcas, duas brasileiras e duas portuguesas, e seu impacto na percepção pública e no engajamento com o consumo responsável. O foco recai no desenvolvimento de uma linguagem publicitária e outros recursos voltados para apresentar os diferenciais da sustentabilidade, no uso do marketing verde e na busca pelo equilíbrio entre lucratividade e ética. O artigo apresenta reflexões e recomendações para a publicidade no contexto da moda sustentável, incentivando as pequenas e médias marcas a refinarem suas estratégias e os consumidores a adotarem práticas mais conscientes, destacando a publicidade como ferramenta essencial para impulsionar mudanças no mercado e contribuir para um futuro mais sustentável para a indústria da moda.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article discusses how sustainable fashion brands, characterised as small and medium-sized enterprises, can align their advertising initiatives and strategies with the principles of sustainability and the market. Based on the master's thesis entitled Alternativas Entre Luxo e Desperdício: Publicidade no Contexto da Moda Sustentável (Alternatives Between Luxury and Trash: The Advertising in the Context of Sustainable Fashion; Silva, 2024), the text addresses the evolution of fashion, contextualising the transition from an industry focused on mass production to a sector that increasingly incorporates social and environmental concerns. The central discussion focuses on the challenges faced by small and medium-sized brands in communicating sustainable values in a market still characterised by traditional practices and excessive consumerism. The marketing and advertising strategies adopted by four brands, two Brazilian and two Portuguese, are analysed, along with their impact on public perception and engagement with responsible consumption. The focus is on developing advertising language and other resources aimed at presenting the differentials of sustainability, using green marketing and seeking a balance between profitability and ethics. The article presents reflections and recommendations for advertising in the context of sustainable fashion, encouraging small and medium-sized brands to refine their strategies and consumers to adopt more conscious practices, highlighting advertising as an essential tool to drive change in the market and contribute to a more sustainable future for the fashion industry.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[moda]]></kwd>
<kwd lng="pt"><![CDATA[sustentabilidade]]></kwd>
<kwd lng="pt"><![CDATA[publicidade]]></kwd>
<kwd lng="pt"><![CDATA[responsabilidade social]]></kwd>
<kwd lng="en"><![CDATA[fashion]]></kwd>
<kwd lng="en"><![CDATA[sustainability]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[social responsibility]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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