Fashion influencer marketing drives results across the full funnel, and successful brands leverage creators to build their identity and engage specific audiences. This study reveals the fashion brands and groups leading influence on Instagram across Europe, ranked by Earned Media Value (EMV).
In the first half of 2026, Shein leads European fashion on Instagram across 52 markets with €320.8M EMV, consolidated across 10 accounts, 19,885 KOLs and 247,433 contents (2.8% engagement rate), up 23% year-on-year. Zara follows with €276.7M from 3 accounts, and Adidas completes the podium with €178.9M from 11 accounts and the widest creator base (30,990 KOLs). Together the three hold 11.6% of European fashion EMV. By segment, Shein leads Ready-to-Wear, Chanel leads Luxury (€82.8M), Adidas leads Sportswear & Outdoor, Oakley leads Shoes, Bags & Accessories (€29.7M), Calzedonia leads Lingerie & Swimwear (€28.4M) and Swarovski leads Jewelry & Watches (€28.7M, up 73%). At group level, Inditex leads with €434.6M EMV (up 30% against 14% for the market), ahead of Shein Group (€322.3M) and LVMH (€241.8M, down 3%). This report breaks down how each segment and group performs on Instagram across Europe.
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