Fashion is constantly moving, and on Instagram, it moves even faster. Brands today aren’t just chasing trends, but rather shaping them. The ones growing fastest in 2025 are doing so by staying connected to creators, leaning into short-form content, and meeting their audience where they actually are.
At HypeAuditor, we dug into the data to find out which fashion brands made the biggest gains between March 2024 and March 2025. The result? A clear view of what’s working right now and why. This year’s Top Growing Fashion Brands on Instagram 2025 report breaks down the leaders and the lessons behind their growth.
How fashion found its footing on Instagram
Instagram and fashion grew up together. Scroll back ten years and you'd find polished outfit shots, #OOTD tags, and the rise of influencer-driven style. But the platform and the industry have evolved.
Today, Instagram is fast, video-led, and heavily shaped by creators. Reels are the format of choice, authenticity matters more than polish, and brand marketing is built around people, not just products. Luxury brands, fast fashion labels, and direct-to-consumer players are all figuring out how to stay visible without falling behind.
Influencers have become an extension of the creative team. Whether it’s styling a product, shooting a quick GRWM (Get Ready With Me), or launching a viral collab, creators now drive the conversation – and they often set the pace for brand strategy.
What the top 3 fashion brands are doing right
Shein
Shein’s growth comes from speed, content volume, and a hyper-responsive creator network. The brand moves quickly, partnering with creators to react to trends as they happen. The tone isn’t polished or premium. It’s casual, social, and built to move product.
Posts are short-form, visual, and consistent. Think hauls, styling tips, and outfit challenges. Shein also runs localized accounts like Shein Men and Shein Brasil to adapt for different audiences. That regional presence helps it scale globally without losing local relevance.
Follower Growth: +2.8M
Reach: 6.7B
Engagement Rate (ER): 3.07%
Number of influencers: 57,521
Victoria’s Secret
Victoria’s Secret has been rebuilding its image, and that shift is reflected on Instagram. The brand now centers its content around wellness, empowerment, and self-expression, with less focus on runway imagery and more on real people and micro-creators.
The result is a feed that feels more intimate and values-driven. The storytelling leans into themes like body positivity, confidence, and personal care. It’s not just about showing the product; it’s about showing the lifestyle around it.
Follower Growth: +2.6M
Reach: 1B
Engagement Rate (ER): 12.3%
Number of influencers: 9,421
Babyboo
Babyboo has built momentum through real-time, creator-led storytelling. It focuses on community – people tagging the brand while getting ready for events, showing off dresses, or sharing feedback in the comments.
There’s no celebrity endorsement driving the brand’s presence. Instead, it’s creators doing GRWMs, try-ons, and styled shots at home. The content is unfiltered and honest, which is why it resonates.
The brand also makes it easy to shop from Instagram directly. Posts are tagged, links are clear, and product journeys are short, ideal for the impulse buyer scrolling at night.
Follower Growth: +1.2M
Reach: 549M
Engagement Rate (ER): 7.9%
Number of influencers: 2,289
What other fashion marketers can learn
Short-form content drives reach
Reels are still the best-performing format in fashion. Quick, reactive content outpaces high-production posts. If you're not creating short-form consistently, you're missing visibility.
Micro-influencers work when you commit
Victoria’s Secret and Babyboo show the value of repeat partnerships. One-off posts aren’t enough. Build long-term relationships with smaller creators who reflect your audience.
Localization powers global scale
Shein’s regional accounts work because they feel native. Global brands grow faster when they adapt content and creator strategy for local culture, language, and tone.
Emotional content builds a deeper connection
Posts that focus on values, identity, and personal stories outperform product-only content. Authenticity and relatability lead to stronger follower retention and loyalty.
Mix your formats
Reels are the priority, but carousels and Stories still have a role. Use carousels for product variety and UGC, and Stories for quick promos and behind-the-scenes content.
Leverage UGC like a creative asset
Top brands are re-sharing try-ons, GRWMs, and tagged fan content daily. UGC adds trust and volume, and it’s often more persuasive than paid ads.
Track the right metrics
Look past likes. Engagement rate, saves, reach per format, and influencer-driven conversion data matter more. Use them to guide your content mix and creator strategy.
Wrapping it up
If there’s one thing fashion brands on Instagram have learned in 2025, it’s this: your community is your growth engine. Whether you’re running creator campaigns at scale like Shein or keeping it personal like Babyboo, the brands that win are the ones that stay close to the people behind the posts.
Fashion on Instagram is not about the perfect shot. It’s about real influence from creators who bring your brand to life.
Want the full picture?
The Top Growing Fashion Brands on Instagram 2025 report includes:
The complete top 10 list
Follower and content growth stats
Influencer strategies
Practical insights for your next campaign
