The fashion industry since olden times has had a great impact on society, not only in the world of aesthetics but also in terms of more important social topics. Through mass media, it reached the desired audience and spread its influence, and this was greatly assisted by marketing. In the 21st century, the Internet emerged as a new medium, followed by social networks. The high utilization of social networks has turned them into a powerful medium specific for their two-way nature, which allows users to participate in the process of creating, evaluating and sharing content. With the popularization of social networks, new ways of promotion and marketing have developed; of which influencer marketing has been very prominent in recent years. The aim of this paper was, on the example of several fashion brands, to investigate how fashion brands interact with digital influencers on social networks and to examine the views of Generation Z members about digital influencers and selected fashion video campaigns where they appear. In order to achieve the objective, case study and focus group methods were used.