Top 10 luxury brands in Italy on TikTok

In 2026, TikTok confirmed its key role for luxury in Italy, with a ranking marked by more targeted activations and controlled volumes of content. Carolina Herrera takes the lead with more than €1.4 million in EMV, closely followed by Miu Miu, whose fashion aesthetic continues to perform well on the platform. Dolce & Gabbana is illustrated by a higher volume of mentions, while Italian houses like Etro confirm their ability to emerge through selective speaking. The rest of the ranking reflects a more confidential but strategic luxury presence: Burberry, Gucci and Moncler maintain their visibility, while Louis Vuitton and Prada rely on regular activations with like-minded creators. Vivienne Westwood closed this Top 10 with a performance driven by a strong and distinctive identity. This panorama shows Italian luxury on TikTok that is still measured in volume, but increasingly structured around high-impact creative strategies.