Top 100 fashion brands mentioned on TikTok in Sweden

In Q4 2025, TikTok is gradually establishing itself as a very high-impact channel for fashion brands in Sweden, in a market where the intensity of engagement is clearly taking precedence over the volume of content. More than in many European countries, performance here is based on reduced pools of creators, very selective activations and exceptional resonance with audiences. H&M logically dominates its domestic market with levels of engagement rarely seen elsewhere, illustrating the brand's deep roots in Swedish TikTok culture, while local players like Gina Tricot confirm their ability to mobilize loyal communities. International brands also manage to emerge, provided they adopt the platform's creative codes and avoid over-activation strategies. This logic varies across segments: ready-to-wear rewards cultural relevance and consistency, lingerie and swimwear show that a handful of highly engaging content can outperform more massive approaches, and luxury takes advantage of rarity and desirability rather than frequency. Compared to markets like the Netherlands, which are more oriented towards balance and efficiency, or to the European landscape often dominated by scale, Sweden stands out as an environment resolutely guided by commitment, where fewer creators and less content can generate a much greater impact. This ranking thus provides an in-depth understanding of how influence is built on TikTok in Sweden, and why some brands are quickly establishing themselves there while others are struggling to transform their visibility into real performance.