2025-12-102025-12-102025-10-22https://repositorio.ifal.edu.br/handle/123456789/1339This article analyzes, from the perspective of Materialist Discourse Analysis, how discourses on fashion, consumption, and ethics are constructed and confronted on Instagram, particularly through the opposition between fast fashion and slow fashion models. The research seeks to understand how subjects identify with different discursive formations and how these interactions reflect ideological and identity disputes within the digital environment. Posts and comments from the Fashion For Future page were examined, revealing positions that sometimes criticize fast fashion and its environmental impacts, and other times question the elitism associated with sustainable fashion. The results show that the debate on consumption goes beyond individual choice, exposing social inequalities, mechanisms of symbolic exclusion, and the role of social media in shaping collective identities. It is concluded that fashion discourse is also a political space, where meanings of belonging, power, and resistance are constructed.ptAttribution-ShareAlike 3.0 BrazilConsumoÉticaAnálise do DiscursoFast fashionSlow fashionConsumptionEthicsDiscourse AnalysisTrabalho de Conclusão de CursoLINGUISTICA, LETRAS E ARTES