Top-100 Fashion brands mentioned on TikTok in the UK

In 2025, TikTok is emerging as the heart of fashion conversations in the United Kingdom, where brands are exploiting short videos to unite communities, launch trends and amplify their visibility. From fast-fashion to sportswear challengers, collaborations with influencers not only result in significant volumes, but also in remarkable engagement rates comparable to other European markets. In the first half of the year, Primark led the national ranking with £18.1 million in EMV, supported by more than 4,400 pieces of content and an impressive engagement rate of 7.1%. It is closely followed by DFYNE, the British sportswear brand, which generates £13 million in EMV with only 332 designers, while AYBL climbs to third place with £11.5 million and an engagement rate among the highest in the ranking at 6.5%. Compared to the European panorama dominated by giants like Zara, Shein and H&M with EMVs of several hundred million, the British podium reveals a singular profile: fast fashion remains dominant, but local sportswear brands are building a significant influence. This TikTok UK ranking is therefore an essential tool for marketers who want to understand the combined impact of broadcast power and niche community strategies, while offering insights to benchmark performance, identify emerging trends, and refine influence strategies.