Top 10 luxury brands in Italy on TikTok

On TikTok in Italy, the luxury segment in 2025 shows a strong dominance of major international houses, which are fully exploiting the potential of the platform to engage local audiences and create visibility. Rabanne leads the ranking with an EMV of €5.79 million, followed by Dolce & Gabbana (€3.90 million) and Jean Paul Gaultier (€2.67 million), each mobilizing a variety of influencers and targeted campaigns. Other major players such as Carolina Herrera, Jacquemus, The Attico, The Attico, Louis Vuitton, Louis Vuitton, Gucci, Versace and Etro complete the top 10, posting significant EMVs and engagement rates despite smaller KOL volumes for some brands. This panorama illustrates how Italian and international luxury brands use TikTok to combine prestige and proximity with their audience, while strengthening their visibility in a very competitive market.