Fast Fashion Still Rules on Instagram and TikTok in 2025 – But the Tide is Turning

The British fashion landscape is once again under the spotlight with the release of Kolsquare’s UK Fashion Top 100 Rankings, and the results reveal a familiar story. Fast fashion continues to dominate the nation’s social feeds, with ASOS crowned king of Instagram and Primark taking top spot on TikTok. For all the noise around sustainability, the industry’s old guard is holding firm.

Yet beneath the headlines, there are ripples of change. A new generation of eco-conscious challengers is starting to carve out space on platforms once monopolised by the giants. In Print We Trust, the sustainably sourced cotton T-shirt label adored by the Beckhams, jumped an impressive forty places on TikTok to land at number thirteen. Pre-loved marketplace Vinted made a breakthrough too, landing at number nineteen. The conversation may still be dominated by fast fashion, but the evidence suggests British audiences are starting to take notice of alternatives.

On Instagram, the battleground remains fierce. ASOS pulled in a staggering £52.1M in earned media value through nearly 32,000 posts, leading a charge that saw Zara and H&M take second and third place. Gymshark, the Midlands-born activewear powerhouse, proved the enduring influence of UK performance wear, holding firm inside the top five. White Fox Boutique, meanwhile, leapt twenty-two places to number eight, a reminder that bold digital strategy can rewrite the playbook overnight.

Jewellery and swimwear offered their own subplots. Monica Vinader held on to her crown in the jewellery sphere, while Love Stories surprised everyone with a thirty-two place climb in swimwear rankings, proof that fresh storytelling and clever collaborations can turn underdogs into contenders.

Over on TikTok, the narrative was all about British sportswear. Primark rose to the top with £18.1M EMV, but the real story is the rise of challengers. DFYNE and AYBL, two homegrown disruptors, grabbed the second and third spots, outperforming brands with far larger influencer networks. Gymshark and Oh Polly also secured places in the top ten, while Next surged twenty-two spots to land at number sixteen.

The standout moment belonged to In Print We Trust. With a forty-place leap to number thirteen, the eco-label showed that sustainability and virality can co-exist. Meanwhile, Swedish newcomer Weekday rocketed ninety-three places to twenty-four, proving that even in a saturated market, fresh voices can still cut through.

Cross-platform, the story is a fascinating one. Global houses like Gucci, Chanel and Dior maintain their aura of luxury on both Instagram and TikTok, but it is British brands that are driving the most dynamic conversations. Activewear in particular is outperforming expectations, turning niche communities into movements and challenging fast fashion’s monopoly.

Quentin Bordage, CEO of Kolsquare, put it bluntly. Fast fashion is still leading the charge, but eco-brands are finding their moment. “There is still a long way to go before sustainability becomes a sales driver, but In Print We Trust has proven that smaller, eco-friendly labels can compete if they leverage influencer marketing well. Community-driven campaigns, whether from Gymshark or DFYNE, are shaping the global conversation,” he explained.

The numbers are clear. Fast fashion continues to rule the feeds of British consumers. But the shift has started, and it is the rise of activewear and sustainable disruptors that feels most exciting. The future may still be in the making, but for the first time in a long while, the rules of the game look like they could change.