The system of sustainability in the face of the challenge of communicated identities and their lack of satisfaction. This paper explores the relationship between the non-verbal language system of clothing, as a deeply social act communicating identities and their wide range of characteristics, with the endless process of production, supply and consumption of fashion items, signs, and symbols, followed by a sense of alienation. The paper aims to highlight the importance of balanced consumption, since excessive consumption leads to the erosion of traditional values and accelerates the same process in established social structures. Hyperconsumption becomes a symbolic act reflecting the drive for individuation and social recognition, while at the same time leading to a sense of self-dissolution and lack of satisfaction.The hypothesis suggests that sustainable practices provide an alternative possibility that reconfigures the semiotics of fashion, alters symbolic values and offers a new model of relationship between the individual and clothing, thus also contributing to the development of a more sustainable society. The first half of the paper concerns fashion and the clothed body as an instrument of identity expression in the social structure through the theories of Patrizia Calefato and Georg Simmel. The second half concerns the consumption of fashion items, which has become a central aspect of human identity, on the one hand, and the attainment of a point of productive flourishing under optimal economic conditions, on the other hand, which has led to a flourishing of hyperconsumption, as well as anxiety in humanity about its consequences.