Nowadays, people are more interested in opening their own business than in employment in state-owned companies, and this thought led to the concept of entrepreneurship. Entrepreneurs are known for their creative skills, innovative ideas and new inventions. Entrepreneurship in fashion is just like entrepreneurship in any other field. It is no longer limited to independent stores, but has the possibility to use social media for advertising and online sales. In order to successfully present themselves to the public, fashion entrepreneurs use various forms of media, and social media platforms have become the basis of the marketing strategy of most fashion houses. Instagram and fashion influencers have become a vital tool for designers. Social media reaches a large number of people and new customers in just a few seconds and gives an opportunity to increase the traffic of fashion designers. The practical part of the work includes two studies. The first research was conducted through a semi-structured interview with six fashion entrepreneurs from Croatia, and questions were asked from the domain of advertising, the importance of media and fashion weeks, the importance of online sales, the issue of so-called fast fashion and competition on the market. The second research was an analysis of online fashion portals, which sought to determine the representation of Croatian fashion designers on the portals. The research results show that fashion entrepreneurs in Croatia advertise their brand through ads on social networks, collaborate with influencers, fashion portals and are active at fashion events. Analysis of the content on the three fashion portals Journal, Fashion.hr and Zadovoljna.hr shows a weak representation of fashion entrepreneurs in the media. The research also established that fashion advertising through social networks has almost completely replaced classic forms of advertising. Fashion designers are increasingly turning to modern advertising, which brings them higher incomes. Regardless of the aforementioned, the aforementioned research and analysis show weak cooperation between fashion entrepreneurs and the media. Fashion entrepreneurs deserve more attention in the media and more support from the leading fashion portals in Croatia.