From mumfluencers to fashionistas, sports stars, foodies, and gamers, fashion excels in influencer marketing. Successful brands use social media influencers to drive awareness and sales, curating identities that resonate with specific audiences. Fashion is highly competitive in social media influence, and many brands use Kolsquare to refine their strategies. Presenting the 'Top-100 Fashion Brands Mentioned on TikTok in the UK,' ranked by Earned Media Value (EMV) and key performance indicators (KPIs).
In the first half of 2026, TikTok is a major performance driver for fashion in the UK, with the Top 100 holding 90% of the £248.1M of UK fashion EMV on the platform. Primark leads with £26.1M EMV from 1,595 creators and 5,798 contents (6.9% engagement rate), ahead of DFYNE at £18.2M, which has the largest content output in the ranking (8,151 contents from 446 creators), and Gymshark at £12.9M. By segment, Primark leads Ready-to-Wear, Adidas tops Sportswear & Outdoor (£8.5M), SKIMS leads Lingerie & Swimwear (£2.2M) and Rabanne leads Luxury (£1.6M). UK-born brands, led by DFYNE, Gymshark and ASOS, account for about 36% of UK TikTok fashion EMV. At European level, H&M, Shein and Adidas take the podium.
Never miss a beat with our newsletter !
Your monthly dose of exclusive insights, strategies and trends shaping the creator economy. For insiders, by insiders.
L’essentiel, directement dans votre boîte mail.
.webp)
