Top 100 fashion brands mentioned on Instagram in Sweden

In 2025, Instagram remains an essential platform for fashion in Sweden, where international giants and local players are exploiting marketing influence to gain visibility and mobilize engaged communities. Although the market is smaller than in other European countries, the combination of strong domestic brands and international icons offers a unique insight into the impact of influence on consumer culture. H&M dominates the national ranking with €2 million in EMV, confirming its status as a leading Swedish exporter, while local players such as Adore and Ellos Official stand out for their performances, demonstrating the ability of national labels to compete with international brands. In the field of jewelry, Caroline Svedbom Jewellery is at the forefront, and in luxury, Acne Studios confirms the influence of Swedish design by surpassing global houses such as Chanel and Saint Laurent. In lingerie and swimwear, international brands such as Skims and Calzedonia dominate, illustrating the balance between local creativity and global appeal. Compared to the European scene, where Zara, Shein and H&M generate EMVs of several hundred million euros, the Swedish ecosystem remains more niche, but it is precisely this specificity that makes this ranking essential: it highlights the effectiveness of local strategies, cultural relevance and community engagement, capable of creating a significant impact even without the magnitude of continental leaders. For Swedish brands, this is proof of their international reach; for foreign players, a reminder that adapting to local dynamics is key. This report provides fashion professionals with actionable insights to compare performance, optimize influence activations, and design relevant local strategies from a global European perspective.