Top 10 mentioned ready-to-wear brands

In 2026, Instagram remains an ultra-competitive playground for ready-to-wear in the United Kingdom, where international mastodons and British pure players with strong cultural roots coexist. Zara tops the rankings with £28.2 million in EMV, confirming its dominance thanks to a massive volume of active content and creators. ASOS follows very closely with £27.8m, driven by the most intensive Top 10 strategy in terms of mentions and influencers, while H&M completes the podium at £22.2m, illustrating the continued strength of fast fashion on the British market. Primark (£16.6 million) confirms its popular traction power, ahead of PrettyLittleThing (£9.6 million) and New Look (£9.1 million), two brands that have historically been strong on Instagram thanks to highly engaged communities. River Island (£8.9 million) and Mango (£8.7 million) are just behind, with more targeted but effective strategies, while Shein (£7.0 million) is distinguished by a high volume of mentions despite a slightly lower EMV. Finally, DFYNE (£6.7 million) closes the ranking and illustrates the rise of more specialized labels, capable of competing in visibility against giants thanks to affinity activations. This ranking reflects a mature British market, dominated by fast fashion, but open enough to allow differentiating influence strategies to emerge.