Sustainability has become a pressing need across sectors, and the fashion industry is no exception. This thesis focuses on Zara, a prominent fast fashion brand, to examine its integration of sustainable practices. Zara, known for its rapid production cycles and trenddriven designs, has traditionally been criticized for contributing to overconsumption and environmental degradation. However, recent initiatives aim to shift this narrative. Employing a mixed-methods approach, this research combines a quantitative survey, gathering data from a broad consumer base, with an in-depth qualitative case study of Zara's business model and sustainability efforts. The study explores key factors influencing consumer perceptions of Zara's sustainability initiatives and assesses the effectiveness of these efforts in mitigating the brand's negative image as a fast fashion leader. Findings reveal significant drivers behind consumer engagement with sustainable fashion, the role of transparency and accountability in shaping brand trust, and the impact of Zara's sustainability measures on its market position. This comprehensive analysis contributes to the ongoing discourse on sustainable fashion, providing actionable insights that can contribute to the advancement of sustainability in fashion, offering guidance for brands striving to balance profitability with social and environmental responsibility