Marketing activities and public relations in the fashion industry are analyzed in this paper. First of all, the basic concepts of marketing and public relations are defined, and specifics of these two concepts in the fashion industry are also presented. Special attention is given to the marketing and marketing environment in the fashion industry and specific steps have been defined in the creation of this strategy since the creation of the fashion brand lies down and branding itself. Among other things, the techniques and methods used in marketing strategy and public relations in the world of fashion are presented. The paper deals with the term of public relations and its historical development, with particular reference to the specificity of public relations in the fashion industry. Public relations techniques that are used in these advertising and public disclosure purposes are also explained. On the example of the fashion house Zara, it is shown that it applies marketing strategy and public relations in its business and in more detailed way is explained what particular media is used to make contact and influence on a potential buyer.