Top 100 fashion brands mentioned on Instagram in Sweden

As of Q4 2025, Instagram remains a high-impact channel for fashion brands in Sweden, in a market that is clearly oriented towards effective engagement and brand affinity rather than seeking volume. Compared to major European markets, Swedish performance is based on highly targeted activations, capable of generating a strong resonance with deliberately restricted networks of creators. DFYNE posted the most significant performance of the quarter, combining limited content volumes with exceptionally high levels of engagement, illustrating a clear shift in the market: the impact is now measured more by relevance than by reach. Major international brands remain visible, but their results vary greatly depending on the fineness of their activation strategy. This logic is found in all segments: in ready-to-wear, approaches focused on engagement surpass volume strategies; in lingerie and swimwear, ultra-selective activations allow certain international brands to outperform; and in luxury, in luxury, the attractiveness and quality of engagement take precedence over the frequency of publication. Overall, the Swedish ranking highlights a mature and demanding influence ecosystem, where fewer creators, more precise positioning and stronger commitment are the real drivers of performance.

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