This study examines how H&M, Arket, and Monki communicates sustainability in their campaigns on IGTV, and how they work with sustainable marketing to highlight their ethical capital. To investigate this, a thematic semiotic analysis has been applied. Based on the analysis, the chosen theme can see how different brands communicate sustainability. The semiotic analysis is applied to interpret the meaning of the material and how the visuals can be presented as sustainable. With the help of Bourdieu's theory of capital, an in-depth analysis has been made of how the companies communicate sustainability and what potential differences could depend on. The discussion answers how companies work with sustainable marketing to highlight their ethical capital. The conclusion is that companies' sustainable marketing can increase the company’s ethical capital. On the other hand, we also conclude that campaigns cannot contribute to an ethical entrepreneurship, but merely to increased value creation for companies.