Fashion design market trends involve innovation according to principles of economic, social, environmental, and cultural sustainability, so it is relevant to state the problem. The question facing the world today involves the displacement of signs and symbols previously used in fashion design as a reference for quality and exclusivity, toward areas concerned with social and environmental factors. The production in material, technical, and social terms are issues which impact is placed on the design process and on the objectives to be achieved. With time, the concern with product quality and with the environment is being clarified. As case study, the Portuguese brand Duarte was chosen. Its sustainability commitment and design innovation received the international C.L.A.S.S. Icon 2021 Award, which annually rewards creatives who combine sustainable design with innovation and responsible communication.