SUMMARY An influencer is defined as a person who influences other people’s opinions through social media. There are different types of influencers and they differ especially according to the topic they communicate with and the tool they use to communicate. Influencers through their strong network of followers can initiate a trend or even change an attitude or opinion about a brand. The influencers' recommendations, especially the younger ones, are believed to have come from close people. Despite the fact that attitudes are one of the toughest categories in consumer behavior, influencers seem to be doing quite well in shaping them. Through their video and photo blogs, they change the way the brand is perceived and positioned. Purchasing behavior is influenced by a number of factors, and the process itself involves 5 steps. One of these steps is to seek information, and it is actually the step where influencers have the most influence. To assess the influence of influencers on attitudes and buying behavior in the fashion industry, a study was conducted. The structure of respondents is dominated by women (97%) aged 16 to 25 years (84%). Research shows that users spend most of 1 to 3 hours on the social network Instagram. A good part of them also spend more than 3 hours. According to the number of posts and monitoring of Influencer, it can be concluded that they are active users of Instagram profiles. Influencers are followed for fashion expression, but also for other things. Although they personally have neither a positive nor a negative opinion on whether influencers influence their personal purchases, the impact cannot be ignored because on the other hand they believe that influencers influence other consumers and their purchases. Thanks to influencers, a good part of the respondents liked some fashion brands and think that the products published by influencers are of good quality. Most of the respondents thought about buying after the advice of influencers, and one part even decided to buy. According to the above, it can be concluded that influencers influence attitudes and behavior in shopping.