Fashion influencer marketing spans diverse personalities, driving results across the full funnel. Successful brands leverage influencers to curate identities and engage specific audiences. Kolsquare's platform helps brands refine strategies with precise data. Presenting the 'Top-100 Fashion Brands Mentioned on Instagram in the UK,' ranked by Earned Media Value (EMV) and key performance indicators.
In the first half of 2026, Instagram remains a major visibility lever for fashion brands in the UK, where fast-fashion giants still set the pace. Zara leads with £62.8M EMV from 5,336 KOLs and 23,170 contents (3.6% engagement rate), followed by ASOS at £57.3M, which has the largest creator output in the ranking with 31,188 contents, and Primark at £39.4M. Less than £5.6M separates first and second. By segment, Chanel leads Luxury (£13.5M), Nike leads Sportswear & Outdoor (£19.3M), SKIMS tops Lingerie & Swimwear (£7.1M) and Swarovski leads Jewellery & Watches (£7.9M). UK-born brands, led by ASOS, Gymshark and NEXT, account for about 30% of UK fashion EMV. This report also compares the UK with the European Top 100, led by Zara, Shein and H&M.
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