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

In 2026, TikTok confirmed its key role for ready-to-wear in Italy, with a ranking marked by the dominance of fast fashion and the rise of very performance-oriented strategies. Shein is well ahead with nearly €7.7 million in EMV, driven by a high volume of content and massive activation of creators. Far behind but well established, H&M and Rabanne have two distinct approaches: the first focuses on consistency and scale, while the second is distinguished by more selective and premium campaigns. Primark and Zara confirm their ability to remain visible on TikTok thanks to accessible formats that are highly relayed by local communities. Lower in the ranking, Calvin Klein maintains a solid presence despite a smaller volume, while Yoox, Zalando, Shoeby, and Cider occupy more discreet positions, often linked to one-off or targeted activations. Overall, this top illustrates an Italian market where TikTok favors both fast fashion giants and players with more opportunistic strategies, making the platform an essential terrain for capturing the attention of fashion audiences.