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This study explored consumer engagement with sustainable fashion brands (SFB), sustainably aware fashion brands (SAB), and traditional fashion brands (TAB) across visually-based (Instagram) and text-based (Twitter) social media platforms. A mixed methods approach was utilized including qualitative content analysis for classification of social media posts and multiple regression analysis for hypothesis testing. Results demonstrated that themes impacted consumer engagement via likes and comments in dissimilar manners. For instance, sustainable post significantly affected consumer engagement at the a = .05 level through visual medium but not through text-based medium. Further, the visually-based and text-based platform significantly moderated post theme and consumer engagement. As new social media platforms emerge and sustainability is woven into the threads of the fashion system, insights may be utilized by academicians and practitioners to build lasting relationships with consumers. [ABSTRACT FROM AUTHOR]