Maebe jumps 36 places after generating £2.6 million in earned media value from just 257 pieces of Instagram content
Molly-Mae Hague’s fashion brand Maebe has overtaken PrettyLittleThing, Nike and Adidas in the latest UK fashion brand rankings compiled by influencer marketing platform Kolsquare.
Maebe generated £2.6 million in earned media value (EMV) between 25 May and 26 June 2026, placing it 11th among more than 1,300 fashion brands analysed by influencer marketing platform Kolsquare.
The result puts Maebe six places above PrettyLittleThing, where Hague previously served as creative director, and ahead of some of the world’s most established fashion names, including Nike, Adidas, Chanel, New Look and Uniqlo.
Maebe rose 36 places from the previous month’s ranking, after generating 257 pieces of Instagram content from 124 creators.
By comparison, PrettyLittleThing generated £2.1 million in EMV from 1,672 pieces of content and 784 creators, while Nike produced £2 million from 1,468 pieces of content and 811 creators.
Maebe also achieved an engagement rate of 4.8%, the highest recorded by any of the top 20 fashion brands in the ranking – Puma, ranking 30th, achieved the highest engagement level at 14.1% while also rising 190 spaces to 30th.
Maebe’s comparatively small volume of influencer content generated the equivalent of around £10,000 in earned media value per post – this suggests that creator content is more powerful than sheer volume alone.
Alicia Van der Meer, UK Marketing Manager at Kolsquare, says: “Maebe’s performance shows how quickly a founder-led fashion brand can establish itself when it has a strong identity and a highly engaged audience.
“What is particularly striking is that Maebe has achieved £2.6 million in earned media value from just 257 pieces of content. It isn’t relying on the enormous volume of creator mentions generated by many of the brands around it in the rankings.
“Molly-Mae Hague came to Maebe with an established audience, but follower numbers alone don’t guarantee engagement or commercial impact. The data suggests that people aren’t simply watching what she does next. They are actively engaging with the brand she has created.”
Zara topped the overall ranking with £9.7 million in EMV, overtaking ASOS, which generated £9.1 million. H&M placed third with £5.7 million, followed by Primark with £5.5 million and Gymshark with £5.4 million.
However, the results show that smaller and founder-led brands can compete with global fashion businesses without matching their scale.
Zara’s £9.7 million in EMV was generated by 3,801 pieces of content from 1,791 creators. ASOS produced 4,963 pieces of content from 1,874 creators, while Maebe achieved its £2.6 million result with fewer than 7% of ASOS’s content volume.
Elsewhere in the ranking, British lingerie brand Lounge overtook Kim Kardashian’s Skims to lead the lingerie and swimwear category. Lounge generated more than £1 million in EMV and achieved a standout engagement rate of 16.4%, compared with £797,000 and an engagement rate of 3.3% for Skims. Jacquemus went up 152 places to 29th with an EMV of £1.5 million, and boohooMAN rose 83 places to 25th with an EMV of £1.6 million. Mains London had the biggest leap, rising 948 places to secure the 97th spot with an EMV of £565K.
The top 20 UK fashion brands on Instagram by earned media value
- Zara: £9.7m
- ASOS: £9.1m
- H&M: £5.7m
- Primark: £5.5m
- Gymshark: £5.4m
- White Fox Boutique: £4.3m
- Next: £3.6m
- Shein: £3.3m
- DFYNE: £3.2m
- River Island: £3.2m
- Maebe: £2.6m
- Vinted: £2.5m
- F&F Clothing: £2.4m
- Mango: £2.4m
- Chanel: £2.4m
- New Look: £2.3m
- PrettyLittleThing: £2.1m
- Uniqlo: £2.0m
- Nike: £2.0m
- Sézane: £1.9m
You can download the report here – https://drive.google.com/file/d/1T9ZATwHxWbOgu0bqcrb86ZTJxCGZvXsr/view?usp=sharing
