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This article aims to reflect theoretically on the unrestrained pursuit of valorization of brands of large companies in the segment fast fashion, in contrast to the social consequences generated for the society itself that consumes products of these same brands.The starting point for analysis is what Max Weber calls the “new spirit of capitalism”, based on the Andre Gorz’s concept of “intangible capital”, and on the documentary The True Cost about the fashion industry. In contrast with the exacerbated consumerism, it is important to mention the emergence and propagation of social advertising as an alternative route that aims to provide the balance between all the people involved in the production chain, like what has been called fair trade.

A inatingível meta do intangível e as consequências sociais: do The True Cost à Moda Livre