With the emergence of web 2.0, blogging platforms and social networks, opinion leaders, known as influencers, began influencing the way of thinking of users in the digital sphere. Following with the last idea, fashion brands included these leaders in their marketing strategies. This academic article studied the tactics used by some of the colombian influencers for the development and creation of fashion trends. This with the objective of identifying the communication and interaction strategies that are most used on Instagram. Likewise, this investigation studied, first, how is the process of hiring of opinion leaders for the promotion of fashion brands, and second, their work ethic and legal framework of advertising on social media. Through this research, it was established that, regardless of their style and seal of identification, influencers manage to give life to clothes and accessories, which allows a closer relationship between users and fashion. Also, in addition to the strategies employed, the trust of a community of followers is important for the work of the influencers. However, although Colombia does not have a legal framework that regulates this advertising practice, the responsibility lies on the personal and professional ethics of each of the opinion leaders on Instagram.
