In modern times, every organization, corporation or institution, regardless of size, should have a service, department or individual for public relations who, depending on the circumstances, undertakes the responsibility of crisis communication as well. Since no organization, institution or brand is immune to crisis (Coombs, 2007), this thesis presents a theoretical framework of public relations and crisis communication with special emphasis on the fashion industry, namely the French brand Balenciaga and the Spanish brand Zara. While the theoretical part of the paper presents general terms and key concepts as well as techniques and tools of PR in the context of crisis communication, the research part of the paper analyzes in more detail crisis situations, the narrative and the implementation of the communication campaign of the Balenciaga brand carried out in November 2022, in which photos of children and inappropriate that is, explicit content in the photos themselves, and the Zara brand campaign conducted in December 2023, which is associated with the war in Palestine. Given that generation Z, focusing more on transparency and responsibility of the brands towards society, is 65 percent more likely than any other generation to undermine the role of a business (Edelman, 2022), the questionnaire method will be used to determine how PR and selected communication approaches of companies in the crisis situations influenced perceptions and decisions of the Generation Z in choosing the mentioned brands.