This report identifies and ranks the Top 10 Most Mentioned Fashion Brands by Influencers in 2025, based on a custom ranking methodology focused exclusively on social media mention volume and engagement. The analysis synthesizes data from Earned Media Value (EMV) on TikTok and strategic influencer engagement on Instagram, providing a clear picture of brand visibility and positive sentiment across key social platforms.
The ranking is dominated by brands that have achieved massive scale and high engagement, with Primark securing the top position due to its exceptional Earned Media Value on TikTok combined with a strong, strategic Instagram presence.
Our Ranking Criteria
The ranking criteria focus solely on social media mentions by weighing two key performance indicators (KPIs) derived from social media data for the 2025 period.
| KPI | Weight (Max Points) | Data Source & Rationale |
| TikTok Earned Media Value (EMV) Score | 70 points | Based on Kolsquare’s EMV data for ready to wear brands on TikTok in the UK. EMV is a proxy for the total value generated by influencer mentions, capturing broad reach and brand visibility. |
| Instagram Presence Score | 30 points | A score awarded to brands identified by Kicksta as “killing it on Instagram” through strategic influencer and content campaigns. This is a qualitative measure of positive, high quality engagement and brand strategy. |
The total score for each brand is the sum of these two weighted components.
Top 10 Ranking: Most Influential Fashion Brands in 2025
The following table presents the final ranking of the top 10 fashion brands, based on the combined Total Score from the revised custom methodology.
| Rank | Brand | Total Score | TikTok EMV Score (Max 70) | Instagram Score (Max 30) | Primary Driver of Success |
| 1 | Primark | 100.00 | 70.00 | 30 | Mass-Market Reach & EMV |
| 2 | H&M | 57.44 | 27.44 | 30 | Strategic Instagram & TikTok Presence |
| 3 | DFYNE | 50.18 | 50.18 | 0 | High-Volume TikTok Mentions (Athleisure) |
| 4 | Shein | 50.16 | 20.16 | 30 | Influencer Hauls & Short-Form Content |
| 5 | Zara | 49.99 | 19.99 | 30 | Minimalist Aesthetic & Trend-Savvy Storytelling |
| 6 | Adidas | 45.67 | 15.67 | 30 | Sports & Lifestyle Crossover |
| 7 | AYBL | 44.35 | 44.35 | 0 | High-Volume TikTok Mentions (Athleisure) |
| 8 | ASOS | 41.92 | 41.92 | 0 | Broad E-commerce Visibility |
| 9 | Tory Burch | 30.00 | 0.00 | 30 | High-Quality Instagram Engagement |
| 10 | Nike | 30.00 | 0.00 | 30 | High-Quality Instagram Engagement |
Key Findings and Brand Analysis
The revised ranking emphasizes the importance of a dual-platform strategy for achieving maximum positive mentions and visibility in 2025. Brands that excel on both TikTok (for scale) and Instagram (for strategy) dominate the top positions.
1. Primark: The Unrivaled Visibility Leader
Primark maintains its dominant position, achieving a perfect score of 100.00. Its success is a direct result of its overwhelming Earned Media Value on TikTok, which is the highest among all ready to wear brands analyzed. This massive scale, combined with a strong, strategic presence on Instagram, positions Primark as the most positively and widely mentioned brand by influencers in 2025.
2. H&M
H&M with second position with a score of 57.44. Haul culture around basics, capsule wardrobes and collabs ensures H&M stays central to creator content in Europe and North America. Influencers frequently mix H&M with mid-luxury accessories, framing it as the affordable backbone of “elevated everyday” outfits.
3. DFYNE
DFYNE with a score of 50.18, Placed just behind Primark on the same TikTok list with around £13 million in EMV, signalling outsized impact for a gymwear first label. Its “DFYNE your journey” positioning and strong Trustpilot 4.8 star rating feature heavily in fitness influencer reviews, boosting shareable credibility.
4. Shein
Shein scores 50.16 on our list, remaining one of the most tagged fast fashion players globally as creators continue posting ultra frequent micro hauls and “under $20” looks. Its algorithm friendly volume and rapid drops keep Shein at the center of trend cycle videos despite rising scrutiny around sustainability.
5. Zara
Zara, with a score of 49.99, continues to dominate “what I ordered vs what I got” and office to evening styling videos, with many reports noting it as a top trend driving brand in 2025. Influencers lean on Zara for quiet luxury tailoring and viral pieces that sell out quickly once they hit fashion TikTok.
6. Adidas
Adidas, with a score of 45.67, benefits from ongoing terrace core and retro sneaker trends, with creators highlighting icons like the Samba and Gazelle in styling clips. Co-branded capsules and football driven storytelling ensure constant mentions, especially around major sports moments in 2025.
7. AYBL
AYBL scores 44.35, ranked third on the TikTok EMV chart at roughly £11.5 million, powered by colorful matching sets that dominate gym mirror content. Lifestyle and fitness creators describe AYBL as “all over social media,” using community and empowerment led captions that invite frequent tagging and re-wears.
8. ASOS
ASOS scoring 41.92, as a multi brand marketplace with aggressive influencer affiliate programs, ASOS drives frequent mentions through “full outfit from one cart” content. Creators appreciate inclusive sizing and tall/petite ranges, making ASOS a staple in occasion wear and festival haul videos.
9. Tory Burch
Tory Burch scoring 30.00, emerged as a breakout creator favorite in 2025, ranking among the best selling brands on influencer affiliate platform ShopMy. The label also generated the highest engagement of any brand at New York Fashion Week 2025, supported by a cast of TikTok and celebrity partners.
10. Nike
Nike scores 30.00, with one of the highest global brand values in fashion and sportswear, around $29.87 billion, Nike remains a go to tag for sneakers and athleisure styling. Product seeding around new colorways and running drops keeps creators posting unboxings and performance reviews all year.
2. Athleisure’s TikTok Dominance
The high placement of DTC athleisure brands like DFYNE (Rank 3) and AYBL (Rank 7) highlights the power of niche, high volume content on TikTok. These brands, which did not score on the qualitative Instagram metric, secured top spots solely through their massive EMV. This success is driven by dedicated fitness and lifestyle influencers who create a constant stream of positive, product focused content, such as “try on hauls” and workout routines.
3. Fast Fashion’s Strategic Social Media Play
Brands like H&M (Rank 2), Shein (Rank 4), and Zara (Rank 5) have successfully leveraged both platforms. H&M’s strategy focuses on aligning with modern values through campaigns featuring sustainable pieces and diversity. Shein’s success is built on mastering the influencer haul format, which generates massive engagement and positive product reviews. Zara’s approach is more subtle, focusing on a sleek, minimalist aesthetic that appeals to fashion forward influencers.
4. High-End Brands Rely on Strategic Instagram Presence
Luxury and premium brands like Tory Burch (Rank 9) and Nike (Rank 10) secured their spots entirely through their strategic Instagram presence. While they may not generate the same raw volume of mentions as the fast fashion giants on TikTok, their high quality, curated content and celebrity/influencer collaborations on Instagram ensure a strong, positive brand perception and high engagement.
Conclusion
The 2025 fashion influencer landscape is a battle for visibility, with success heavily weighted toward brands that can generate high Earned Media Value on TikTok. The revised ranking confirms that a “positive mention” is best defined by its scale and strategic quality, with the top brands mastering a dual platform approach to maximize their reach and positive sentiment among influencers.
