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This paper explores and compares the Corporate Social Responsibility (CSR)communications of two major fashion companies, H&M and Vinted. By focusing on theirsustainability narratives on websites and in sustainability reports, the study aims to understandhow these companies portray themselves in relation to sustainability and what assumptionsthey seem to make about the attitudes of their target audience towards sustainability. Theresearch questions seek to reveal differences between an established company, such as H&M,adapting to new sustainability requirements, and a new company, such as Vinted, foundedwith sustainability as a core principle. The theoretical framework consists of framing theoryand a framework for CSR communication. These theories will help us to see which aspects ofsustainability are included and which may be excluded in the communication. And if and howthe language in the analyzed texts, e.g. recurring messages and value words, contributes to theframing of the company and its sustainability efforts in certain ways. The CSRcommunication framework is used to examine how well companies succeed with the differentaspects of CSR communication included in the framework. The method we use to analyze theCSR-communication material is qualitative text analysis. We analyzed the website and theirsustainability reports and then performed a textual analysis of the material, looking at valuewords and messages. To summarize, H&M and Vinted are targeting audiences that areconsidered aware and engaged. Willing to contribute to sustainability. H&M, adapting toincreased sustainability awareness, integrates sustainability measures, while Vinted focusesexclusively on the second-hand market to create a clearer sustainability profile. H&Memphasizes improvements within its existing business area, while Vinted positions itself asthe sustainable alternative by promoting the circular economy. H&M includes consumers insustainability initiatives, while Vinted emphasizes social and environmental responsibilitythrough second-hand incentives and measurable climate impact. Overall, Vinted highlights itscommitment to a sustainable fashion industry and encourages conscious choices fromconsumers.