Across 52 European markets, fashion earned media in the first half of 2026 crowned a different leader on each platform, and the Nordic markets told their own story underneath. Kolsquare ranked the top 100 fashion brands in Europe, Sweden and Denmark by Earned Media Value on Instagram and TikTok, January to June 2026, against the same period last year.
Here is the continental picture, the Nordic podiums, and the group-level shift underneath it.
Shein holds first place with €320.8M EMV across ten Instagram accounts, up 23% year on year, from 19,885 creators. Its 2.8% engagement rate is the lowest in the top ten.
Zara takes second with €276.7M from 30,954 creators, while posting half as much content as Shein.
Adidas completes the podium with €178.9M and the widest creator base in the report: 30,990 creators at a 6.6% engagement rate.
Together, the three hold 11.6% of all European fashion EMV on Instagram.
H&M leads with €80.3M EMV, up 86% on a year ago, from 2,022 creators.
Shein slips to second with €49.6M, down 14%, despite posting 30,848 pieces of content, the largest volume in the ranking.
Adidas climbs to third with €45.1M and the best engagement rate on the podium at 10.3%.
More than €30M separates first and second. On TikTok, content volume alone no longer buys the top spot.
Swedish brands lead both platforms at home. On Instagram, H&M takes first with €2.08M from 661 creators, ahead of DFYNE on €1.96M from just 62 creators, up 14 places, and NA-KD on €1.43M.
On TikTok, Gina Tricot climbs two places to first with €2.77M, up 66%, from 306 creators at an 11.4% engagement rate. H&M is second on €2.04M and DFYNE third on €1.53M. Swedish fashion EMV on TikTok grew 54% to €18.55M, and Hatstore jumped 61 places into the top ten.
Swedish-born brands account for about 46% of all fashion EMV on Swedish TikTok, against 38% on Instagram.
Denmark rewards small, high-value creator bases. On Instagram, Rains takes first with €1.07M from only 46 creators, up 177 places. Nike follows on €1.01M, and EYDA takes third on €771,000 from 260 creators and 2,612 pieces of content, more than the two brands above it combined.
On TikTok, DFYNE leads with €1.52M from just 20 creators, ahead of Zalando on €1.26M, more than ten times its H1 2025 figure, and H&M on €1.17M. The three take 54% of the €7.33M in fashion EMV tracked on Danish TikTok.
The local share runs the other way from Sweden. Danish-born brands earn about 28% of fashion EMV on Instagram, but only 7% on TikTok. Jewelry stands out on Instagram, where Danish houses led by Ole Lynggaard Copenhagen hold the top seven places.
On Instagram, Shein leads ready-to-wear, Chanel leads luxury with €82.8M, up 44%, Adidas tops sportswear, Oakley leads shoes, bags and accessories with €29.7M, Calzedonia holds lingerie and swimwear with €28.4M, and Swarovski tops jewelry and watches with €28.7M, up 73%.
On TikTok, H&M leads ready-to-wear, Rabanne leads luxury with €30.6M, Adidas again tops sportswear, Birkenstock jumps 26 places to lead shoes, bags and accessories with €4.5M, Calzedonia again leads lingerie and swimwear with €5.8M, and Pandora tops jewelry and watches with €13.6M.
Inditex owns more earned attention in European fashion than anyone else: €434.6M on Instagram from six brands, a 6.6% share, growing 30% against 14% for the market. On TikTok it leads again with €98.3M, ahead of H&M Group on €83.3M.
The two platforms reward different portfolios. Puig climbs to third on TikTok with €54.1M through Rabanne, Jean Paul Gaultier and Carolina Herrera, while sitting 26th on Instagram. LVMH and Kering, third and fifth on Instagram, fall outside the TikTok top 20. And the top 20 groups hold 59% of fashion EMV on TikTok, against 40% on Instagram.
The complete reports carry the top 100 by EMV on each platform, the top 10 for ready-to-wear, luxury, sportswear, shoes and accessories, lingerie and swimwear, and jewelry and watches, plus the top 20 fashion groups. The Swedish and Danish editions add a top 20 of locally born brands. Every entry shows its creator base, content volume, engagement rate and movement on H1 2025.
See the Europe Instagram Top 100
See the Sweden Instagram Top 100
See the Denmark Instagram Top 100
See the Denmark TikTok Top 100
Ranked by Earned Media Value using Kolsquare creator data, January to June 2026, across 52 European markets.
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