In this dissertation, the expansionist mode of capitalism was examined, not only in relation to economic variables, but also from the perspective of the growing co-optation of socio-environmental demands and human subjectivities. Based on the idea that the capitalist mode of production could no longer neutralize the damage caused in order to perpetuate itself, the system itself sought to capture subjectivities in even more sophisticated ways. One of these strategies can be seen through the growing commoditization of supposedly emancipator discourses, such as social and environmental collective care, where criticism of capitalism is absorbed, priced and transformed into yet another space for obtaining surplus value and symbolic legitimating of the system. Green and social capitalism presents itself as the holder of a self-regulating power, capable of equating the socioenvironmental damage caused by itself. Associate to this, as a way of exempting itself from its responsibilities, the capitalist system sought to convince consumers that their lifestyles are of paramount importance to curb the system s ills and, thus, achieve co-responsibility between consumers and producers. The idea is that if everyone does their part in entrepreneurship, everything will improve. The main objective of this study is to examine how this rhetoric reflects on the professional praxis of the designer, especially in the Fashion Field. Where a portion of the agents of this area present the idea that only the production processes of redesigned artifacts can contribute to solving socio-environmental problems, which corroborates the neoliberal ideology that the market has a self-regulating power.