Top 100 fashion brands mentioned on TikTok in Sweden

TikTok continues to redefine the fashion landscape in Sweden, where local heritage and international influence collide. In the first semester of 2025, H&M Once again proves its global power, leading the Swedish ranking with €2.55M EMV and an exceptional 27.8% engagement rate. The brand's ability to mobilize both local creators and international communities places it among the top performers not only nationally but also in the broader European Top 100, where H&M consistently ranks in the top three.

Yet Sweden is not only about Global Giants. Gina Tricot, with €1.73M EMV and a strong 15.5% engagement rate, highlights how local Ready-to-wear brands resonate deeply with domestic audiences by combining affordability, style, and cultural proximity. At the same time, smaller but highly specialised labels like DFYNE Are making waves, showing how niche fitness and performance-driven fashion can carve out significant visibility even against established players.

When it comes to Luxury, Sweden follows the broader European trend, Where French and Italian houses dominate. Saint Laurent And Louis Vuitton Lead the category on TikTok in Sweden, while local luxury names are temporarily absent. This contrasts sharply with categories like ready-to-wear, where Swedish brands hold their ground against international competition.

Compared to the European fashion ranking, dominated by Zara, Shein, and H&M, Sweden stands out for striking a dual identity: global fast-fashion leaders drive scale and international visibility, while homegrown labels like H&M and Gina Tricot maintain a strong emotional connection with local consumers. For CMOs and fashion marketers, this duality highlights the importance of combining global influencer activations with localised strategies that amplify cultural relevance.

This report explores Sweden's performance across ready-to-wear, jewellery, lingerie, and luxury, offering data-driven insights for brands aiming to navigate a market that rewards both mass appeal and authentic local storytelling.