This paper analyzes the role of the social media platform Instagram in digital marketing, with a specific focus on the profile "C L É S – Croatian Fashion Brand." The aim of the research was to demonstrate how this fashion brand utilizes Instagram as a tool for promotion, brand building, and increasing visibility and engagement with its audience. The analysis covered various aspects of Instagram marketing, including the use of influencers, types of posts, and the importance of hashtags. Special attention was given to the impact of creative control that influencers have over content, as well as how collaborations with influencers contribute to brand growth. The research results indicated that Instagram is an extremely important platform for fashion brands like "C L É S," and that proper use of this network can significantly contribute to their business success. The paper also highlights the importance of monitoring analytical data on Instagram to optimize marketing strategies and achieve better business outcomes