This chapter comprehensively discusses the complex relationship between social media, discursive practices, and sustainability in luxury fashion firms. We discuss the importance of sustainability for post-pandemic recovery and explore how social media serves as a power and knowledge mechanism in shaping sustainable fashion discourses. Through a Foucauldian lens, we analyse how these technologies influence the construction, dissemination, and regulation of sustainable practices, shedding light on the power dynamics at play. This chapter provides a distinct perspective on the transformation of fashion discourses, underlining the crucial contribution of social media in promoting sustainable luxury.