This paper addresses sustainability and creative economy as part of the fashion system, and comments possible relations between both. We use a recent bibliographic of a decade, with authors and researchers linked to the contemporary fashion and its imbrications with initiatives related to the cultural and creative industry and sustainable practices. It is also part of a recent methodological resource, named netnography, to research fashion brands in the Northeast of Brazil to understand how these are inserted in their businesses, considered as new management models based on such concepts. The choice of brands was made based on the authors’ statements, such as the use of creativity as a factor of innovation in the market, valorization of local production, and sustainable factors that are associated with the principles of the Creative Economy and Sustainability, observed in texts and images of the brands, transmitted in the sites and their social networks.