Social e-commerce has emerged as a powerful channel for small fashion brands to establish their presence, engage customers, and drive sales directly through social media platforms. The aim of this research is twofold. It proposes a methodological framework for fostering social e-commerce of small fashion brands by integrating digital marketing techniques with artificial intelligence (AI), and it examines the potential of AI tools to enhance brand visibility and customer interaction. This study addresses a gap in the literature by providing a structured framework for systematically combining social media marketing and AI tools for small enterprises. Digital marketing on Instagram enables new brands to establish a consistent visual identity, reach their target audience, and develop effective call-to-action strategies that convert followers into customers. The paper presents a case study of a small fashion brand MyDivineStyle developed in accordance with a proposed new methodological framework. For promotional activities, the campaign is focused on planning the marketing strategy for introducing a small fashion brand on Instagram, with an emphasis on creating consistent visuals and applying selected digital marketing techniques to familiarize the target audience with the brand. In parallel, AI tools such as Canva Pro, DALLE 4, Runway ML, and ZMO.ai are used to generate and adapt textual, visual, and video content that supports the development of a recognizable and appealing brand identity. The proposed approach is intended to help small fashion brands build a recognizable identity, reach potential customers, and potentially increase sales through social media.