The metaverse is an online social environment where customers can participate in experiences, socialise, build their own identity through avatars, and possess virtual property. Many companies in the fashion industry have become interested in the metaverse for the construction of experiences, for organising events, or to propose digital fashion items. This work intends to focus on the research and practice on fashion industry in the metaverse by concentrating on the sustainability challenges found within this sector. The metaverse can emphasise the search for sustainability, particularly in research and development, innovation, and communication. This allows companies to think about sustainable transition, circular business models, minimising environmental damage and satisfying the needs of selected target customers. For the users active in the metaverse, interaction with the brand in its digital experiences or objects can in fact constitute a form of experimental and immersive market research. Companies are thus faced with the possibility of having more direct interactions than social media platforms and Web 2.0 usually allow, providing valuable managerial and scientific indications for anyone interested in sustainable fashions and R&D in the coming years.