Top 10 most mentioned ready-to-wear brands on TikTok

In 2026, TikTok confirmed its central role in the strategies of ready-to-wear brands in the United Kingdom, with a ranking marked by the dominance of the mass market and the diversity of activation approaches. Primark is in the lead with £15.7 million in EMV, driven by a significant volume of mentions and nearly 1,000 active creators, illustrating its ability to generate reach on a large scale. H&M comes in second place with £6.1 million in EMV, confirming the solidity of its presence on the platform, while DFYNE continues to rise and establish itself among the leaders thanks to a strategy that is very focused on creators and performance. ASOS and Zara follow with more moderate EMV levels but regular visibility, while TK Maxx and Selfridges stand out for more targeted activations, combining retail and lifestyle inspiration. Lower in the rankings, Shein combines volume of mentions and a large network of creators without reaching the level of leaders, while Oh Polly and PrettyLittleThing close the top 10 with more contained performances, but still supported by active communities. The entire ranking reflects a British market on TikTok where fast fashion giants, digital pure players and retail brands coexist, each seeking to optimize the right balance between volume, engagement and affinity with audiences.