The world of luxury ready-to-wear is evolving at the frenetic pace of social networking. The new codes of influence are propelling certain brands to the forefront of the digital scene, thanks to sharpened strategies and the unprecedented commitment of content creators. In this decryption, discover the ten brands that will captivate the most influencers in 2025, revealing the underside of a fierce competition for share of voice and public attention.
Which ready-to-wear brands are winning over the mass appeal of influencers? In an age when Instagram and TikTok dictate trends, content creators shape the reputation and image of the industry's biggest names. Thanks to a methodical analysis of recent strategies pursued by luxury houses, this article draws up a precise panorama of the top 10, illustrated by their place in digital culture, their power on social platforms and their ability to collaborate with web icons.
The top-10 most popular ready-to-wear brands among influencers
Influencer marketing has established itself as the key lever shaping the reputation of ready-to-wear brands on social networks. In 2025, the hierarchy of the houses most cited by influencers is based on several objective criteria: the volume and quality of mentions, the power of engagement, and the international or local reach of campaigns. This methodical selection reveals how houses such as Dior, Polène Paris and Jacquemus manage to maintain an unrivalled aura in the digital ecosystem.
This year's top 10 is rooted in a dynamic mix of heritage, innovation and adaptability to social codes. Historic houses rub shoulders with new players who are betting on authenticity, sustainability and personalized communication. These strategies are echoed by the nano and micro-influencerstoday's undisputed drivers of digital word-of-mouth.
To better understand the scale of the phenomenon, let's take a look at the performance measured by Media Impact Value (EMV) or engagement rates generated around ready-to-wear campaigns. The House Polène Paris dominates the French rankings, relying on a subtle strategy of influence where aesthetics and lifestyle are inseparable.
- Polène Paris: minimalism and lifestyle for a remarkable EMV (€27.2M generated, 1,449 KOLs)
- Christian Dior Couture: tradition and audacity, with €25.1m in EMV and 3,941 KOLs
- Louis Vuitton: strong storytelling, €21.7m in EMV
- Chanel: Parisian elegance, over 13,000 pieces of content distributed
- Jacquemus: digital audacity and proximity, with viral campaigns
- Saint Laurent: high commitment, rebellious attitude (€15.3M MVA, 7.9 % commitment)
- Miu Miu: schoolgirl revival
- Gucci: strong artistic direction, virality on TikTok
- Céline: sleek elegance, controlled presence on Instagram
- Hermès: strategic scarcity and high value-added micro-influencers
These brands are developing differentiated campaigns: collaborations with icons like Lena Situations or Squeezie for Dior, increased presence of everyday looks on Instagram or TikTok carousels, and highly scripted editorial content. The dazzling success of these brands can be explained in part by their ability to adapt to the new demands of influence: storytelling, aesthetic demands and community proximity.
| Brand | EMV (in €M) | Number of KOLs | Main assets |
|---|---|---|---|
| Polène Paris | 27,2 | 1 449 | Pure aesthetics, lifestyle, slow fashion |
| Christian Dior Couture | 25,1 | 3 941 | Tradition, pop-culture partnerships, international luxury |
| Louis Vuitton | 21,7 | 2 600+ | Storytelling, artistic collaborations |
| Chanel | 18,6 | 2 400+ | Elegance, storytelling, heritage |
| Jacquemus | 16,5 | 1 800+ | Viral campaigns, sensoriality, emotional accessibility |
| Saint Laurent | 15,3 | 1 200+ | Rebellious attitude, high engagement rate |
| Miu Miu | 13,9 | 900+ | Schoolgirl trends, viral streetstyle |
| Gucci | 13,7 | 2 000+ | Maximalism, capsule collections, pop culture on TikTok |
| Celine | 12,5 | 700 | Discreet elegance, editorial image |
| Hermes | 10,8 | 350 | Rarity, micro-influence, craft excellence |
This overview highlights the crucial importance of visual content and community links, but also the diversity of approaches: from the intimate storytelling of Polène Paris to Dior's event-driven campaign around gaming or soccer. The focus is now on the creative agility of brands to extend their influence off the beaten track, as exemplified by certain influencers which are establishing themselves as bridges between luxury fashion and pop culture.
How influencer strategies are redefining awareness of ready-to-wear brands
The rise of influencer marketing has overturned the traditional codes of luxury ready-to-wear. Brands that have anticipated this digital shift now see their reputation amplified by nano and mid-influencers, whose proximity to their communities encourages viral campaigns and authentic messages. This phenomenon is best expressed on Instagram and TikTok, platforms where visual aesthetics rhyme with measurable engagement.
A detailed analysis of the winning strategies reveals a number of areas of differentiation: demanding selection of content creators, synergy with emerging trends, and hybridization between ephemeral capsules and storytelling rooted in followers' daily lives. The attention paid to the quality of posts, the coherence of the visual universe and the user experience translates into exponential rates of engagement and an international extension of audiences.
- Choice of influencers in line with brand DNA
- Innovative partnerships (music, gaming, soccer, contemporary art)
- Focus on inclusiveness and diversity
- Creation of immersive content, using carousels on TikTok (discover our tips)
- Activate micro-campaigns to maximize proximity and trust
The rise of brands such as Jacquemus and Polène Paris illustrates the efficiency of an orientation towards slow fashion and the representation of authenticity in every publication. In contrast, Louis Vuitton and Dior orchestrate large-scale campaigns, punctuated by event-driven launches and the mobilization of international stars.
| Strategy adopted | Brand example | Observable result |
|---|---|---|
| Co-creation with lifestyle influencers | Polène Paris | High engagement, authentic content |
| Launch event capsules | Dior | High visibility, international impact |
| Clips and artistic collaborations | Louis Vuitton | Global reach, capturing the younger generation |
| Minimalist aesthetics and natural storytelling | Céline, Chanel | Distinctive positioning, community loyalty |
It is interesting to note that this digital transformation also favours local collaborations, as demonstrated by initiatives in Perpignan or other cities outside the major hubs, where targeted micro-audience campaigns add a soulful touch that is essential to image performance.
Aesthetics count, but substance takes precedence: successful brands rely on influencers capable of delivering embodied and sincere messages, such as Hello It's Valentine or Laura Jones. This dynamic places the individual at the center of the system - a major orientation for 2025.
Between historical fame and digital breakthroughs: examples of outstanding campaigns
The great successes of influential ready-to-wear campaigns are based on concrete illustrations: the Dior x Air Jordan 1 collaboration, the "Dior Talks" series, Miu Miu's schoolgirl revival, or Jacquemus' viral campaigns. Each, in its own way, crystallizes current trends in the sector.
- Dior: presence in the gaming (Squeezie, Gran Turismo 7) and sports (Paris Saint-Germain) segments
- Jacquemus: storytelling on Instagram, limited capsules, sunny aesthetics
- Gucci: viral "Guccification" via TikTok
- Miu Miu: the "schoolgirl revival" popular with young people is confirmed
These case studies demonstrate the evolution towards a hybrid communications model. Numerical results, such as Dior's 521.2 million impressions, confirm the relevance of a strategy combining events, pop collaborations and targeted influence.
The following section will take a closer look at how the social ecosystem is fostering the emergence of new faces and prompting brands to consider TikTok and Instagram as pillars of tomorrow's marketing. The outlook is changing rapidly, with a generation that consumes fashion online with high standards and curiosity.
Share of voice, trends and new ready-to-wear icons voted for on social networks
Share of voice - the proportion of discussions held by a brand versus its competitors - is an essential metric for understanding the success of these ten influencer favorites. In 2025, Instagram (nearly 60 % of impressions) remains in the lead, but TikTok continues its ascent, contributing 31.5 % of these brands' visibility. Visit nano-influencers alone account for more than a third of all advertising, embodying a new golden age of digital word-of-mouth.
This dynamic puts creativity at the heart of the game. Influencers, selected for their proximity to their communities and their ability to convey the values of luxury, are powerful relays for brands. Their embodied content, often shot in natural or urban settings, invites identification and reinvents the storytelling around clothing every season.
- Polène Paris and Jacquemus: everyday storytelling, affordable lifestyle
- Chanel: timeless sophistication, shoots in exceptional locations
- Saint Laurent: darkly creative aesthetic, cast of iconoclastic influencers
- Hermès: rarity, exclusivity, micro-influential campaigns
Editorial strategies enable us to adapt our discourse to each network. Brands are investing in carousels on TikTok, developing exclusive series on Instagram, and orchestrating hashtag challenges with the aim of amplifying their visibility on YouTube or Facebook (see our comparison). The following table summarizes the relative influence of platforms on the performance of the main brands.
| Platform | Share of impressions (%) | Favorite content types | Leading brands |
|---|---|---|---|
| 58 | Lookbook carousels, storytelling, exclusive collaborations | Dior, Chanel, Polène | |
| TikTok | 31,5 | Challenges, mini-series, viral capsule shows | Gucci, Miu Miu, Jacquemus |
| YouTube | 7 | Vlogs, haul videos, designer interviews | Saint Laurent, Louis Vuitton |
| 3,5 | Relay campaigns, fan groups | Céline, Hermès |
Successful brands also rely on the simultaneous activation of different profiles: web celebrities, American influencers, but also emerging designers. This mix guarantees coverage of multiple demographic segments, from traditional luxury to pop culture fashion. For inspiring portraits of influencers who are shaking up the world, we recommend reading this dedicated panorama.
The winning bet for 2025 remains authenticity, plurality of voices, and the ability to generate resonance across all touchpoints. To complete this picture, we can also explore the dynamism of top french tiktokeuses or brand strategies that have opted for a disruptive editorial line on various networks.
In the future, this ability to forge genuine links between brands, influencers and diverse audiences will remain at the heart of the digital performance of the ready-to-wear giants. This virtuous model, already adopted by hundreds of fashion houses, relies on the expertise of a wide range of influencers. influencer marketing like ValueYourNetwork, a recognized expert since 2016. Their expertise connects talent and brands, orchestrates large-scale campaigns and paves the way for high-impact collaborations. To open your project to these successes, contact us today.
FAQs on the top-10 most popular ready-to-wear brands among influencers
Which ready-to-wear brands will be influencers' favourites in 2025?
The top-10 brands cited by influencers include Polène Paris, Dior, Louis Vuitton, Chanel, Jacquemus, Saint Laurent, Miu Miu, Gucci, Céline and Hermès. This ranking highlights the commitment, digital strategy and adaptability of luxury brands to the codes of social networks.
Why do Dior and Polène Paris dominate the ranking of influencers' favorite ready-to-wear brands?
Dior and Polène Paris stand out for their sophisticated influencer strategy: collaborations with content creators, emotional storytelling and synergy with pop culture. Their adaptation to platforms like Instagram or TikTok maximizes their visibility and impact with communities.
How do influencers choose which ready-to-wear brands to promote?
Influencers prefer brands aligned with their personal values, the originality of their collections and the strength of their community involvement. An immersive, creative or engaging campaign becomes a major asset in capturing their interest.
What role do Instagram and TikTok play in the rise of ready-to-wear brands?
Instagram and TikTok are the main platforms for fashion influence: they enable immediate dialogue, the distribution of creative content and the virality of campaigns. Over 90 % of mentions come from these two networks, with formats tailored to each audience.
What criteria influence brands' success with ready-to-wear influencers?
Success is based on visual quality, sincere discourse, a diversity of collaborations and the ability to constantly innovate. The most successful brands are those that forge a real bond, relying on proximity and creativity in their communications.
Do micro-influencers have as much impact on ready-to-wear as web stars?
Yes, micro-influencers often generate higher engagement thanks to their proximity to subscribers and the credibility of their recommendations. Ready-to-wear brands use these profiles to reach niches with even more embodied content.
How do ready-to-wear brands measure the performance of their influencer campaigns?
They analyze EMV (Media Impact Value), impression volume, engagement rates and the evolution of their share of voice on different networks. These indicators enable strategies to be adjusted to maximize visibility and conversion.
What's the next big trend in collaboration between ready-to-wear brands and influencers?
Future trends include advanced campaign personalization, increased immersion in slow fashion, and more local collaborations to reinforce authenticity. The use of short videos and immersive formats on TikTok is set to become even more important.
What are some examples of successful collaborations between brands and influencers in the luxury ready-to-wear sector?
The Dior x Air Jordan collaboration, Jacquemus' viral campaigns and Miu Miu's explosion of "schoolgirl" style illustrate how the association between fashion houses and influencers creates global trends and consolidates brands' digital reputations.
Why do influencers play a central role in high-end ready-to-wear?
Influencers have become major influencers: their ability to generate aspiration, their proximity to the new generation and their prescription power make them essential allies for high-end ready-to-wear brands in 2025.