This diploma thesis is based on the realization of Šuljice clothing brand intended exclusively for women, through a graphic design and photographic prism. The Šuljice brand is engaged in the production of women's outerwear. In the theoretical part of the paper, we explained what a brand is and how to realize it. From market research, through brand strategy and its positioning. How to use digital media for advertising and what is the role of photography in advertising fashion brands. In the experimental part of the paper, we elaborated on the visual identity, taking photos of the products that the brand offers and using social networks as channels to promote and attract potential customers. We also compared one of the existing fashion brands with the Šuljice brand in order to list the advantages and disadvantages of the same and try to compete with the above. Digital photography in this case plays a big role because it conveys a true image of the product we present to potential customers and the target group, so part of the work focuses on contemporary fashion and product photography and its aesthetics. Namely, as these are outerwear items, most often white shirts, we focused on how to best show such an item of clothing in a photograph. We also mentioned the promotion of fashion brands throughout history until today and what role social networks play in the development of a particular brand.