Top 10 lingerie brands in Italy on Instagram

In 2026, Instagram remains a major lever for lingerie and swimwear in Italy, with a ranking dominated by brands with strong local roots and a few key international players. Calzedonia is well in the lead with more than €6.2 million in EMV, confirming its leading position on the Italian market, while Tezenis consolidates its second place thanks to a strong mobilization of creators and a sustained volume of content. Behind this duo, Yamamay and Triumph illustrate the solidity of historic brands, while Victoria's Secret and SKIMS continue to capture attention thanks to their global reputation. More niche labels such as Island Coco, Reia Olga Beachwear or MC2 Saint Barth are doing well with more targeted strategies, while Oysho maintains a regular presence in the rankings. Together, these performances draw a balanced Italian landscape, where national leaders, international giants and specialized brands coexist on Instagram with complementary approaches.