Sustainability in fashion is an urgent requirement we cannot ignore anymore. The fashion industry holds great responsibility for our planet environmental issues, with overproduction and pollution, being these just a few of the problems it causes. This is why responsible fashion brands are so important. Color fulfils an important role in textile design. Colors give life to the textiles products and can transform them according to their inherent hues. Color is a constant presence in fashion design through the wide use of textile products. This paper studies the inherent effect of color in human perceptions and emotions. We want to investigate and to rise discussion about the emotional color effect and how this can be relevant in fashion design. Fashion design connects with people feelings and emotions, mainly during the customer’s choice moments. In general, the design process in fashion does not include the emotional aspects of color. Based on literature review methodology, this paper discusses, besides the high relevance of a sustainable fashion, the importance of emotions related to color in fashion design process with the objective of designing garments that, not only have a strong visual appeal, but also a connection with the customer’s emotions through colors, what can provide a stronger emotional relationship with the product, which may led the costumer to a longer lasting use of it, fulfilling one of the goals of a sustainable fashion.