In 2025, influencer marketing is becoming more important than ever as a strategic lever for luxury houses. According to the Kolsquare Fashion 2025 report, Instagram remains the preferred showcase for the sector, where storytelling, image and desirability intertwine to capture the attention of communities.
French houses Louis Vuitton, Chanel and Dior dominate the ranking of the luxury ready-to-wear brands most mentioned by influencers, confirming their supremacy on the digital scene. These brands embody both heritage and innovation, managing to transform each collaboration into an emotional and visual experience.
In a context where the boundaries between content, influence and commerce are blurring, these houses are redefining the codes of modern luxury: an exclusive, yet open universe, shaped by content creators and their engaged communities.
This study, based on data analysis Kolsquare, assesses the performance of brands in the modus, including the ready-to-wear, jewelry & watches, lingerie and luxury, over the period January to June 2025.
It is based on the examination of more than 1,111,243 influencer profiles each with more than 5,000 followers, having mentioned one of 2,160 fashion brands referenced in the report.
In total, 3,736,848 pieces of content published on Instagram have been analyzed. These publications were identified from brand mentions and evaluated according to their Earned Media Value (EMV), a reference indicator measuring the performance and impact generated by content creators in their publications.
One luxury brand is distinguished above all by its ability to create longing around a unique universe, where exclusivity, craftsmanship and emotion take precedence over the simple function of the product. Luxury is based on a history, know-how and an exceptional promise. Every detail, from design to distribution, contributes to feeding this imaginary.
But in 2025, luxury houses are no longer content with maintaining their heritage: they reinvent their communication codes to seduce a generation that is hyperconnected and sensitive to authenticity. Their strategy is based on three essential pillars:
Thus, modern luxury communication is built at the crossroads of Heritage and digital, combining emotion, aesthetics and storytelling. It is this duality, between tradition and innovation, that is now shaping the cultural power of luxury brands on social networks and that affects the general public.
Louis Vuitton tops the 2025 ranking of the luxury “ready-to-wear” brands most mentioned by influencers on Instagram. The house generates a EMV of €16.6 million, supported by more than 6,000 contents and 2,120 KOLs, for a exceptional engagement rate of 13.7%.
A symbol of French elegance, Louis Vuitton combines heritage and modernity through large-scale artistic and cultural collaborations. Its success is based on a highly visual content strategy, where each publication embodies the balance between timeless luxury and contemporary culture.
Chanel climbed to second place in the rankings with a EMV of €14.7 million, generated by more than 6,700 publications and 2,100 content creators.
The house cultivates an image of absolute elegance, carried by immersive campaigns and an artistic direction that combines tradition and modernity. Whether it's fashion shows, ready-to-wear lines or its fashion capsules, Chanel is establishing itself on Instagram as a brand of visual storytelling and emotional refinement, captivating a loyal global audience.
Dior maintains a place on the podium with a EMV of €14.1 million and a network of nearly 2,500 KOLs.
The house continues to shine through multicultural campaigns and events, in particular around his fashion shows or artistic collaborations. Its strategy is based on a staging where the creation and the symbolic power of the brand mingle to generate a constant impact. Dior remains a sure bet in French luxury on Instagram, combining visual power and institutional prestige.
Miu Miu confirms its strong comeback with a EMV of €10.2 million, illustrating the rise of a young, assertive and culturally rooted luxury.
Her Instagram presence capitalizes on the “schoolgirl revival” trend and an aesthetic that is both retro and edgy. By collaborating with cutting-edge fashion influencers and creators of international audiences, the brand succeeds in merging pop culture and Italian elegance, consolidating its status as a generational fashion brand.
With a EMV of €9.99 million, Jacquemus continues to impose its uniqueness in the world of digital luxury. The house focuses on an approach artistic and emotional influence, through content with an intimate and poetic tone.
Simon Porte Jacquemus maintains a rare proximity with its communities, turning every launch or parade into a viral event. This authenticity, combined with a refined and sunny visual universe, makes the brand a A key player in the new generation of luxury.
Saint Laurent is distinguished by a EMV of €8.9 million, powered by a solid engagement rate of 3.9%.
The brand's universe, dark and sensual, inspires powerful and distinctive content. By partnering with creators with an assertive, sometimes transgressive style, the Parisian house perpetuates its image ofrebellious icon of contemporary luxury, while consolidating its attractiveness among the younger generations.
Always unavoidable, Gucci Display a EMV of €5.96 million, confirming its ability to remain at the center of the digital conversation despite an artistic direction in transition.
The Italian house continues to play on the fusion between heritage and contemporary eccentricity, with highly aesthetic campaigns and strong cultural collaborations. Its creativity, supported by a cast of international influencers, guarantees a Sustained presence in Instagram feeds from all over the world.
With a EMV of €5.75 million, prada embodies conceptual and avant-garde luxury, rooted in contemporary visual culture.
Its influence is based on a minimalist and sophisticated staging, reinforced by campaigns where art and fashion interact. Prada maintains an image of intellectual and creative brand, capable of combining aesthetic innovation and timeless elegance on social networks.
hermes progresses in the ranking with a EMV of €5.43 million and more than 5 900 contents published by 1,900 KOLs.
True to its philosophy of artisanal excellence, the house favors an approach selective and qualitative influence. His campaigns, often focused on crafts and iconic pieces such as the square or Kelly bags, embody a discreet but powerful influence, based on authenticity and sustainability.
Notable entry into the Top 10 2025, Dolce & Gabbana Display a EMV of €5.05 million, a spectacular increase compared to the previous year (+44 places).
Thanks to a international influence strategy, the Italian brand combines baroque aesthetics and visual audacity to appeal to a new generation of influencers and creators. This climb illustrates the Reconquest of Italian brands on the digital luxury scene in France.
La Share of voice represents the visibility or presence of a brand in a given market compared to its competitors, on various communication channels. It does not reflect a volume of sales, but a Part of conversation and engagement, that is, the proportion of mentions and interactions generated around a brand on social networks.
In 2025, the ranking is dominated by Louis Vuitton, Chanel and Christian Dior Couture, three iconic houses with a distinct but complementary positioning. All three illustrate the supremacy of French luxury on Instagram, thanks to powerful influence strategies, campaigns with a strong visual dimension and a unique ability to unite international communities around their universe.
This concentration at the top of the ranking shows that the Luxury made in France remains the global reference in terms of aesthetics, innovation and digital impact.
The houses of French luxury continue to invest heavily in the influencer marketing to strengthen their digital footprint and maintain a close relationship with their communities. In 2025, content creators, whether macro, micro or nano-influencers, play a key role in promoting brand worlds through content. authentic, aesthetic and emotional.
Luxury ready-to-wear campaigns are no longer limited to catwalks: they are now embodied in everyday content shared by fashion, lifestyle and culture influencers. Instagram remains the preferred window luxury brands, while TikTok is gradually establishing itself as a lever for inspiration for brands with younger, more experimental aesthetics.
Iconic bags, luxury jewelry and signature silhouettes are becoming narrative objects, in the service of coherent and highly engaging storytelling.
In the age of embodied content, houses such as Louis Vuitton, Chanel, Dior, Dior, Jacquemus, Miu Miu or Saint Laurent redefine the codes of luxury communication. Their influence campaigns are based on Carefully selected KOLs, whose values and aesthetics perfectly reflect their DNA.
This co-creation work, between controlled artistic direction and the spontaneity of the creators, allows brands to anchor themselves in contemporary visual culture, while maintaining their aura of exclusivity.
Les KOLs thus become the new ambassadors of French luxury., bearers of a story that combines emotion, creativity and attractiveness.
According to the Kolsquare Fashion 2025 report, Instagram remains the preferred channel for luxury brands in France, representing almost all of the content analyzed in the sector. The year 2025 marks a major evolution: The brands are investing more in creating experiential content, by focusing on immersive visuals, short videos (Reels) and more emotional narration.
The performances recorded on the platform confirm the The power of the visual format in luxury, with an increase of +23% of the average engagement rate compared to 2024. This dynamism is explained by the development of a more intimate storytelling, where the emphasis on craftsmanship, design and creativity supersedes simple visibility.
Another key trend: the rise of micro and mid-influencers, whose smaller but engaged audience offers a interaction rate higher than the market average. This evolution reflects a desire on the part of brands to favor quality of collaborations to the quantity of content.
Finally, the border between organic content and brand campaigns fades. Influencers are now playing a long-term ambassador role, helping to shape a sustainable and consistent luxury presence on Instagram.
Ce 2025 ranking highlights the Confirmed dominance of French houses on Instagram, with Louis Vuitton, Chanel and Dior at the top of the podium. These historic brands demonstrate their ability to combine heritage and innovation in a constantly evolving digital environment.
The Kolsquare Fashion 2025 report also highlights a evolution of influence strategies : brands are now prioritizing quality of collaborations, theAuthenticity of stories And the editorial consistency rather than the simple quantitative scope. In this new landscape, success is measured by the strength of the connection created between the brand, content creators and their communities.
Influence is no longer a peripheral lever: it is emerging as a central pillar of the desirability of online luxury.
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
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