In the modern world, domestic entrepreneurs build their business using social networks. Especially during the Covid-lockdown event marketing became a priority way of interaction and promotion, which can increase brand awareness and audience engagement and reassure brand loyalty through emotions evoked with shows and events. Today, as organizations return back offline work mode, companies should use the successful experience of employing digital communication models, combining them with traditional ones. Firms need to analyze successful promotional practices used during the of pandemic 2020–2021 to understand which directions and channels of communication to choose and determine the preferences of the audience. The article discusses the features of promoting brands in the fashion industry in the context of the reduction of digital communication channels, including Instagram*, Facebook* (banned in Russia in 2022). The influence of event marketing on the formation of audience loyalty to brands is described. The statistics of the decrease of social networks influence (Instagram*, Facebook*) are presented. The ways of effective use of event marketing are outlined in the article and the role of event marketing in the fashion industry is shown.

Note: The “*” sign indicates resources belonging to Meta (recognized as an extremist organization in the Russian Federation, its activities are prohibited on the territory of the Russian Federation).