In line with the growth of more conscious consumers, the fashion industry has had to adjust to changes in their customers’ consumption. This can be described to have been especially challenging for those companies built on cheap production, distribution and marketing methods. In this thesis, the issue of how sustainability is represented in H&M: s commercial films will be addressed, drawing upon how sustainability is portrayed in the commercials, as well as what circumstances that could be argued to have influenced how sustainability is or is not drawn upon in the commercials. In conclusion - the research shows how sustainability is not drawn upon the commercials films in a large extend, which is rather surprising based on the rising awareness among consumers, as well as the advertising’s alleged impact on consumers and profitability. However, the research also indicates that companies built on the technological, economic and social structures that H&M is, could be trapped in a cycle of growth that are profitable for both the producers as well as consumers. Based on the emergence of knowledge among consumers and the argued environmental impact of fast fashion, it could be argued that H&M need to reconsider parts of their set-up for a long-term sustainable structure.