TikTok is essential for capturing the attention of a young audience, and fashion brands adapt their strategies to stand out. This study reveals the fashion brands and groups leading influence on TikTok across Europe, ranked by Earned Media Value (EMV).
In the first half of 2026, H&M leads European fashion on TikTok across 52 markets with €80.3M EMV from 2,022 KOLs and 4,405 contents (9.0% engagement rate), up 86% year-on-year. Shein follows with €49.6M, down 14% but with the largest content volume (30,848), and Adidas completes the podium with €45.1M and the best engagement rate of the three (10.3%). The Top 100 hold 84% of the €1.13bn of fashion EMV tracked on European TikTok. By segment, H&M leads Ready-to-Wear, Rabanne leads Luxury (€30.6M), Adidas leads Sportswear & Outdoor (€45.1M), Calzedonia leads Lingerie & Swimwear (€5.8M) and Pandora leads Jewelry & Watches (€13.6M). At group level, Inditex leads with €98.3M (up 36%), ahead of H&M Group (€83.3M) and Puig (€54.1M). The Top 20 groups hold 59% of European TikTok fashion EMV, against 40% on Instagram.
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