Top 10 clothing brands in Sweden on Instagram

In 2026, Instagram remains a key field for ready-to-wear in Sweden, with a ranking marked by the balance between international players and well-established Nordic brands. DFYNE is in the lead with more than €2.5 million in EMV, driven by targeted activation and a tightened network of creators. Behind, H&M confirms its historical weight on the market, while Gina Tricot and NA-KD rely on high volumes of content to remain highly visible. The rest of the ranking reflects the diversity of the Swedish ecosystem: Zara and Zara Kids maintain a solid presence, Arket and Toteme embody more premium and minimalist fashion, while Zalando and Sellpy illustrate the growing importance of platforms and second hand. Together, these brands show how Instagram makes it possible, in Sweden, to make volume strategies, lifestyle positions and more responsible approaches coexist.