Top 10 “ready-to-wear” brands in Europe on TikTok

In 2026, TikTok emerged as a major driver of visibility for ready-to-wear in Europe, with a ranking dominated by players capable of combining broadcast power and massive activation of creators. H&M takes the lead with nearly €31 million in EMV, illustrating an effective strategy combining controlled volume and a strong pan-European presence, closely followed by Primark, whose intensity of publication and the mobilization of more than 1,500 creators confirm its weight on the platform. Shein completes the podium, supported by an exceptional volume of content and a strategy resolutely oriented towards virality. Behind these giants, Uniqlo and Zara maintain solid visibility thanks to more targeted activations, while In Print We Trust stands out for its remarkable performance despite a limited number of creators, proof that a strong positioning can compete with scale. Bershka, Pull&Bear and Stradivarius confirm the dominance of the Inditex group on TikTok, while Foot Asylum closes the ranking by illustrating the growing position of pure streetwear players. Together, these brands are drawing up a European landscape where the combination of volume, community affinity and native formats remains the key to performance on TikTok.