Top-100 Fashion brands mentioned on Instagram

In Q4 2025, Instagram confirmed its role as a major visibility lever for fashion brands in the United Kingdom, in an environment that has become extremely competitive, where performance is based on a balance between broadcast power, quality of engagement and increasingly segmented creator strategies. Ready-to-wear is largely dominated by fast fashion giants, with Zara in the lead at £28.2 million in EMV, closely followed by ASOS (£27.8 million), while H&M completes the podium at £22.2 million, illustrating influence strategies based on volume and scale. At the same time, British brands are doing well in jewelry and watches, where Boho Moon, D. Louise and Monica Vinader are winning thanks to highly targeted activations and a strong digital affinity. In terms of lingerie and swimwear, international players are taking the lead, with Victoria's Secret dominating the category ahead of SKIMS and Chelsea Peers, driven by high engagement rates. Finally, luxury remains particularly contested, with Saint Laurent, Chanel and Miu Miu in the lead, combining attractiveness, volume of designers and commitment performance. Overall, this ranking highlights a two-tier dynamic in the British market, where global brands dominate by power, while local and digital players are building solid leaderships by category, offering key lessons for influence strategies as we approach 2026.