The purpose of this article is to investigate as Brazilian brands linked to fashion the campaign, coordinated by Fashion Revolution #quemfezminhasroupas on Instagram. This was done by mapping their hashtag in April 2019 on the Instagram digital social network. This made it possible to reflect somewhat on the racks of the national fashion production chain. In this sense, it was possible to see from the publications found how the brands met the objectives of the #quemfezminhasroupas campaign. As a result, 297 posts were found, in addition to 650 posts. images, which have been subjected to quantitative and qualitative analysis. Therefore, after an analysis of the content of the respective hashtag, the results indicated that brands were more involved in promoting interactivity, relevance and experience to the detriment of the main objectives of the #quemfezminhasroupas campaign driven by the Fashion Revolution Brazil.