Top 100 fashion brands mentioned on Instagram in Denmark

In 2025, Instagram remains a central channel for fashion brands in Denmark, a market marked by minimalism, innovation and sustainability, which influence both content and influence strategies. Despite its smaller size compared to neighbouring countries, Denmark is distinguished by the high commitment of its communities and the ability of local actors to build strong and authentic identities, capable of resonating with their audience. At the top of the Danish ranking, the local sportswear brand EYDA won with €939.8K in EMV and an engagement rate of 4.6%, underlining the growing appeal of national champions. H&M (€776.9 million from EMV) confirms the influence of international fast fashion giants, while Boozt Fashion, a Scandinavian e-commerce platform, has made remarkable progress to the top 3. In the jewelry sector, iconic Danish names like Pilgrim, Georg Jensen and Ole Lynggaard Copenhagen dominate, while in lingerie and swimwear, international brands like Skims and Speedo confront local players such as Hunkemöller. Luxury, for its part, remains dominated by global brands, with Chanel, Miu Miu and Loewe at the top of the conversations. Compared to the European landscape, where Zara, Shein and H&M generate EMVs of several hundred million euros, the Danish market may seem more niche; but this specificity is precisely what makes this ranking valuable: it highlights a market where authenticity, sustainability and community engagement take precedence over the sole scale. For international brands, understanding these dynamics is essential to adapt their strategies locally, while for Danish players, it confirms their ability to compete with the big houses on the influence scene. This report provides fashion professionals with operational insights to compare performance, refine influencer activations, and build relevant strategies at both local and European levels.