Public relations and lifestyle blog promotion strategy – case study is the title of the paper which aims at analyzing and comparing fashion blogs in the world and Croatia in order to identify the best strategy for the development and promotion of the fashion blog The Dolla by Andrea. The methodology used in the paper includes analyses, data comparison and research of the blog’s readership among the students at Vern. The main goal of the research is to find out the extent to which students read blogs, what kind of blogs they prefer and which blogs are the most read in Croatia. The research has shown that the majority of students do not read blogs on a daily basis but are nevertheless interested in them, so that blogs as digital platforms have a considerable potential in the future. Bloggers and influencers are important in the relationship between companies and products because they bring the products closer to the target consumer group. The paper also addresses the role of social networks in marketing and promotion of fashion bloggers. Some attention is also given to global trends in media and online communication. The consideration of all the mentioned aspects resulted in the strategy for the branding of the blog The Dolla by Andrea showing how to state one’s opinion on a point of interest in a unique way and encourage others to do the same.