Top-10 of the most mentioned “ready-to-wear” brands in Italy

In 2026, Instagram confirmed its central role in ready-to-wear in Italy, with a ranking largely dominated by international fast fashion, but also marked by the strong visibility of Italian and European labels. Shein is unequivocally in the lead thanks to a particularly powerful dual presence: Shein IT and the global account each generate nearly €22 million in EMV, driven by very high volumes of content and creators. Far behind but firmly established, Zara maintains a key place in the Italian landscape, followed by H&M, which continues to capitalize on regular and structured activations. Italian houses also find their place in the ranking, with Emporio Armani and Dsquared2, whose performances illustrate the continued attractiveness of made in Italy on Instagram. Guess and Babyboo rely on more targeted but effective strategies, while Bershka and Primark confirm their ability to mobilize large networks of creators. Overall, this Top 10 reflects a very polarized Italian market, where the strength of volume coexists with more distinctive and premium speeches.