Swedish fashion brands are making waves with creator marketing—but some brands particularly stand out. We used data from the Storyclash platform to figure out which ten brands have been mentioned by creators on Instagram the most. Check out our infographic to see the ranking, or read on for a deep-dive into their creator strategies and who they work with.
1. NA-KD
NA-KD is a Swedish fashion brand founded in 2015 that has quickly become a major player in the global online fashion market. Known for its trendy clothing and accessories at affordable prices, NA-KD has built its success on a strong digital presence and influencer marketing strategy. The brand offers a wide range of products including dresses, tops, swimwear, shoes, and accessories, catering primarily to young women. With a focus on social media and community building, NA-KD has positioned itself as a go-to destination for fashion-forward consumers worldwide.
Who do they work with?
In the last 12 months, NA-KD has been mentioned by 6.5k influencers, appearing in 49.6k Instagram posts (including feed posts, stories and reels).
Their top creators are Zoe Liss (382k followers), German nurse and fashion enthusiast Nuhul Tasdelen (14.9k followers) and luxury fashion influencer Josefine Haaning Jensen (1.2M followers).
NA-KD works with influencers from all around the world—only 5% of their creators are from Sweden. The top countries are Germany, the US, and the UK.
Influencer content strategy
Creators showcase different looks they have created using items from the brand. Overall, the look-and-feel is very high-end.
The brand also collaborates closely with their top influencers, giving them the opportunity to design their own creations. For instance, the brand recently launched a collection with Amalie Star, a successful influencer with 407k followers who also works with the likes of H&M, Valentino, Dior and Louis Vuitton:
Why it works
NA-KD is practically a masterclass in influencer marketing. Here are just a few things that make them stand out:
- Global reach with influencers from various countries boosts brand awareness internationally
- Exclusive influencer collections generate excitement and leverage personal brands
- High-end aesthetic in influencer content elevates the brand's perceived value
2. Gina Tricot
Gina Tricot is a Swedish fashion retailer founded in 1997 that offers trendy women's clothing and accessories at affordable prices, Gina Tricot operates approximately 150 stores across four European countries, as well as an ecommerce website. The brand prides itself on providing fashion-forward pieces for every occasion, from basics to party outfits.
Fun fact: 97% of their 1,500 employees are women, which helps Gina Tricot connect with their primarily female customer base.
Who do they work with?
Gina Tricot has been mentioned by 1.7 creators in the last twelve months, appearing in 19.4k posts.
The brand’s top creators include event organizer and content creator Filippa Lindau (42k followers), influencer Hanna Johansson (41k), and dental hygienist and content creator Nahid Mulawi (12k).
Interestingly, the brand also works with superstar influencer Bianca Ingrosso, founder of Caia Cosmetics, the top Swedish beauty brand. She has mentioned the brand in 12 posts, reaching an estimated 1M users.
25% of the brand’s creators are from Sweden, followed by Germany, Norway, the Netherlands and Denmark.
55% of the brand's creators are micro influencers with 10-100k followers, and the average follower count is 80k.
Influencer content strategy
The brand’s influencer content is educational (like shopping guides), entertaining, aspirational, and often pink. Like in this post from Zaar Goedmans (417k), which includes a 20% discount code.
Why it works
Gina Tricot's influencer strategy is successful for several reasons:
- Strong presence of Nordic influencers reinforces the brand's Scandinavian identity
- Collaboration with high-profile influencers like Bianca Ingrosso boosts brand visibility
- Educational content like shopping guides adds value for followers
One more thing: Gina Tricot uses Storyclash to find influencers and track their influencer marketing efforts, allowing them to make data-driven decisions about their strategy. For more details on how they use the Storyclash platform, check out our case study.
3. Arket
ARKET is a Nordic lifestyle brand launched in 2017 as part of the H&M Group. ARKET follows Scandinavian design principles of simplicity, functionality, and quality, and is heavily inspired by the mid-20th century Nordic modernist movement and its concept of "everyday beauty." With its headquarters in Stockholm, Sweden, ARKET has expanded its presence across Europe and online, offering a unique blend of fashion, home goods, and culinary experiences.
Who do they work with?
ARKET has been mentioned by 3.8k creators in the last 12 months, appearing in 21.9k Instagram stories, posts, and reels.
The top creators the brand works with include fashion editor Anna Borisovna (106k followers), mature fashion creator Melissa Abbott (132k), and star influencer Lydia Tomlinson (1.8M).
The brand works with creators from around the world, including Germany, the UK, Sweden, France, the Netherlands, and the US. Only about 8% are from Sweden, reflecting the brand’s international focus.
58% of the brand's creators are micro influencers with 10k-100k followers, and the average follower count is 122k.
Influencer content strategy
Influencer content tends to be aspirational and educational, sharing shopping trips and tips (sometimes with a glass of champagne). Influencers showcase looks they’ve created with pieces from the brand and others. For example, fashion influencer Katie Peake shared tips for building a spring wardrobe with her 379k followers.
Creators share not only fashion content, but also stand-out pieces from the brand’s home decor line and coffee shops.
Why it works
ARKET's influencer strategy is successful for several reasons:
- Diverse international creator base aligns with the brand's global expansion efforts
- Showcasing fashion, coffee and home decor reflects the brand's lifestyle positioning
- Collaboration with fashion editors and mature creators appeals to a sophisticated audience
- Emphasis on styling tips helps customers envision how to incorporate ARKET pieces into their wardrobes
4. Acne Studios
Acne Studios is a Stockholm-based fashion brand that's been shaking things up since 1996. Founded by creative director Jonny Johansson, the brand is known for mixing fashion with art, photography, and design. They create clothes for men and women, including shoes and accessories, all with a unique twist, like sharp tailoring and unexpected fabrics. Beyond clothes, they've branched out into making magazines, furniture, and even putting on art shows.
Who do they work with?
Acne Studios has been mentioned by 5.4k creators in the last 12 months, appearing in Instagram content 17.1k times.
Their top collaborators are entrepreneur and podcaster Elle Ferguson, model Jake Fleming and fashion influencer Jeannette Aranda (380k).
Influencer content strategy
Acne Studios' influencer content is diverse and edgy, reflecting the brand's innovative approach to fashion. Creators share a mix of avant-garde styling, lifestyle shots, and behind-the-scenes glimpses of fashion events.
The content ranges from Emma Chamberlain's bold, eye-catching looks to more casual street style images. Influencers often highlight specific Acne Studios pieces, demonstrating how they can be incorporated into various styles and settings, always with an artistic twist.
Here are some of their top creator posts:
Why it works
Acne Studios' influencer strategy is effective for several reasons:
- Edgy, avant-garde content aligns with the brand's reputation for innovative design
- Blend of high-fashion and approachable content makes the brand feel both aspirational and accessible
- Behind-the-scenes content gives followers a sense of exclusivity and insider access to the fashion world
5. & Other Stories
& Other Stories is a fashion brand that focuses on telling stylish tales through clothes. Born from the H&M Group in 2013, this brand offers a full wardrobe experience, from clothing and shoes to accessories, skincare, and makeup. Their approach is all about "curated serendipity," inviting shoppers to explore and create their own unique looks. With a focus on feminine fashion and storytelling, & Other Stories aims to inspire personal style journeys. They're big on sustainability too, working towards circular fashion that lasts beyond just one season.
Who do they work with?
& Other Stories has been mentioned by 4.4k creators in the last 12 months, appearing in Instagram content 17.3k times. Their top collaborators include Amelie Taylor (112.8k followers), Nicole Ballardini (231.2k followers), and Ofri Raban (39.6k followers).
The brand works with creators from various countries, with the UK, US, and Germany being the top three markets. 230 of their creators are from Sweden.
Influencer content strategy
& Other Stories' influencer content is diverse and lifestyle-oriented, showcasing the brand's versatility. Creators share a mix of outfit posts, travel content, and everyday lifestyle moments.
For example, Jessica Alba shared a post about building a purpose-driven brand, while Victoria Turner posted a summery beach photo. The content ranges from polished, curated looks to more casual, relatable style. Influencers often showcase how & Other Stories pieces can be styled for different occasions, from everyday wear to special events.
The brand has written on their website that they love to feature their community. They actively encourage customers to share their & Other Stories outfits on social media for a chance to be featured on their website and social media.
Why it works
& Other Stories' influencer strategy is effective for several reasons:
- Mix of lifestyle and fashion content, often highlighting everyday moments, makes the brand feel accessible and relatable
- Emphasis on personal style stories reflects the brand's storytelling approach
- Collaboration with both fashion influencers and celebrities adds credibility and reach
- Focus on UGC and IGC fosters a sense of community
6. Djerf Avenue
Djerf Avenue is a fashion brand founded by Swedish influencer and entrepreneur Matilda Djerf and her partner Rasmus Johansson. Focusing on timeless wardrobe staples, the brand has quickly gained popularity for its effortlessly chic aesthetic and commitment to ethical production. Djerf Avenue offers a range of clothing, swimwear, accessories, and homeware, all designed with Matilda's signature style in mind.
Who do they work with?
Djerf Avenue has been mentioned by 1.6k creators in the last 12 months, appearing in Instagram content 9.3k times. Their top collaborator is founder Matilda Djerf herself, who has 3.1 million followers and has mentioned the brand 384 times. Other key partners include Linsey Luong (20.6k followers), Chrissy Overgoor (10.2k followers), and Marina Torres (51.8k followers).
The brand works with creators from various countries, with the United States, Sweden, and the United Kingdom being the top three markets.
44% of their collaborators are micro influencers with 10k-100k followers, while 35% are macro influencers with 100k-1M followers.
Influencer content strategy
Djerf Avenue's influencer content is diverse and lifestyle-oriented, showcasing the brand's effortless style. Creators share a mix of product-focused posts, lifestyle content, and behind-the-scenes glimpses.
Almost daily, Matilda Djerf shares personal moments from her travels and brand updates. Like this post from Stockholm:
The content spans various formats, including Instagram posts, stories, and reels with soft, dreamy aesthetics that align with the brand's image. Creators showcase how Djerf Avenue pieces can be styled for different occasions, from casual everyday wear to more polished looks.
Why it works
Djerf Avenue's influencer strategy is effective for several reasons:
- Strong personal brand of founder Matilda Djerf lends authenticity and relatability
- Emphasis on lifestyle content makes the brand feel aspirational yet attainable
- Long-term collaborations (25% of collaborations last over 6 months) build trust and consistency
7. I Can I Will
I Can I Will (ICIW) is a Swedish sportswear brand founded in 2007 by Gustaf Ollas. What started as a motivational phrase on a post-it note has grown into one of Scandinavia's fastest-growing sportswear companies. The brand's journey began with the iconic Camo Tights and has since expanded to offer a range of high-quality performance wear, inspired by Gustaf's own experiences as a fitness enthusiast and blogger.
Who do they work with?
ICIW has been mentioned by 257 creators in the last 12 months, appearing in Instagram content 972 times.
Their top collaborator is hanna.yoga.fitness with 2.2k followers, who has mentioned the brand 60 times. Other key partners include Vanessa Reinicke (5.3k followers), Mona Boeck (7.7k followers), and Marina Jendrich (30k followers).
The brand primarily works with nano and micro-influencers, with 54% of their creators having 10k-100k followers and 31% having less than 10k followers. The average follower count of their creators is 60k, indicating a strong focus on relatable, mid-tier influencers.
The majority of their collaborators (140) are from Germany, followed by Sweden (27) and Denmark (24).
Interestly, founder Gustav Follas has a private Insta account and only 10k followers. So, perhaps there could be room for expansion here.
Influencer content strategy
ICIW's influencer content is centered around fitness, lifestyle, and motivation, reflecting the brand's core values. Creators share a mix of workout routines, gym outfit inspiration, and everyday content featuring ICIW products.
For example, Signe Kragh shares gym outfit tips and selfies. Bavarian influencer Tobi Schneider posts aspirational content from the gym and the beach, advising his community to “never skip a workout, even on vacation.”
The content spans various formats, including Instagram posts, stories, and reels, often featuring a mix of indoor gym settings and outdoor activities. Many creators also incorporate motivational messages in their content, aligning with the brand's "I Can I Will" ethos.
Why it works
ICIW's influencer strategy is effective for several reasons:
- Fitness and lifestyle themes align with the brand's identity
- Emphasis on motivation and performance echoes the brand's core message
- Motivational content reinforces the brand's dedication to fitness
- Content featuring both men and women reflects the brand's inclusive approach
8. Nelly.com
Nelly.com is a leading online fashion retailer founded in Borås, Sweden in 2004. It has grown from an internet startup to one of the most popular fashion marketplaces in the Nordics. Nelly.com offers a wide range of products including clothes, shoes, underwear, swimwear, beauty products, accessories, and sportswear. The retailer stocks their own product line alongside well-known brands such as Vero Moda, Only, Neo Noir, and more, with a focus on "celebrating femininity" and empowering women.
Who do they work with?
Nelly.com has been mentioned by 507 creators in the last 12 months, appearing in Instagram content 4.9k times.
Their top collaborators include Josefine Ivarsson (52.6k followers), Fatima Maziad (66k) and Jenna Nevrin (166k).
The brand primarily works with micro-influencers, with 61% of their creators having 10k-100k followers.
The retailer has a strong focus on the Nordics. The majority of their collaborators (219) are from Sweden, followed by Norway (102) and Denmark (90).
Influencer content strategy
Nelly.com's influencer content is diverse and lifestyle-oriented. Creators share a mix of outfit inspiration, travel content, and everyday lifestyle moments featuring Nelly.com products.
For example, Kenza Zouiten Subosic shared poolside fashion, while Bianca Ingrosso posted travel-inspired content from Palm Springs.
Many creators also incorporate body positivity messages in their content. Curvy influencer Josefine Ivarsson frequently showcases Nelly.com's range of inclusive offerings in various settings, from beachside to everyday wear.
Why it works
Nelly.com's influencer strategy is effective for several reasons:
- Strong presence in Nordic countries aligns with the retailer’s target market
- Emphasis on body positivity and inclusivity resonates with target audience
- Mix of everyday and aspirational content showcases the Nelly’s versatility and broadens their appeal beyond just fashion
9. Björn Borg
Björn Borg is a Swedish sportswear and fashion brand named after the legendary tennis player. Founded in 1984, the company describes themselves as “the no. 1 sports fashion brand for the active and attractive.” Known for innovative designs and high-quality products, Björn Borg is known for performance, style, and a daring attitude.
Who do they work with?
Björn Borg has been mentioned by 719 creators in the last 12 months, appearing in Instagram content 5.2k times.
Their top collaborator is Liisa Elizaveta with 7.6k followers, who has mentioned the brand 222 times. Other key partners include Andreas Gran (20.9k followers), Alice Stenlof (405.8k followers), and Julia Matlena (5.1k followers).
The brand primarily works with micro-influencers, with 58% of their creators having 10k-100k followers. However, some of their influencers are seriously high-reach, as the average follower count of their creators is 787.3k.
The majority of their collaborators are from the Netherlands (182) and Sweden (181), followed by Finland (83).
Influencer content strategy
Björn Borg's influencer content is diverse, showcasing the brand's versatility in both sportswear and fashion. Creators share a mix of lifestyle content, workout routines, and outdoor activities like hiking and running in beautiful scenery.
For instance, Danique Hosmar shared a reel of her running in Sri Lanka:
This type of content not only showcases the clothes but also creates a connection with the audience through shared experiences.
Why it works
Björn Borg's influencer strategy is effective for several reasons:
- Mix of workout content and everyday wear showcases the brand's versatility
- Emphasis on both performance and style aligns with the brand's core identity
- Outdoor and travel content makes the brand seem more appealing and aspirational
10. Kappahl
Kappahl is a leading Nordic fashion retailer founded in 1953, offering affordable and responsible fashion through its Kappahl and Newbie brands. With over 330 stores across five countries and online sales in 20 markets, Kappahl Group is committed to creating a responsible world of fashion. The company is committed to sustainability, aiming for net zero carbon emissions by 2040.
Who do they work with?
Kappahl has been mentioned by 559 creators in the last 12 months, appearing in Instagram content 3.8k times.
Their top collaborators include Marta (@milobycwdomu - 20.7k followers), Janita Suomi (14.5k followers), and Basia Pawlik (27.7k followers).
The brand primarily works with micro-influencers, with 70% of their creators having 10k-100k followers. The average follower count of their creators is 58.6k, indicating a focus on relatable, mid-tier influencers.
The majority of their collaborators are from Sweden (256), followed by Poland (117) and Norway (83).
Influencer content strategy
Kappahl's influencer content is diverse, showcasing the brand's versatility in fashion for different age groups and occasions. Creators share a mix of everyday outfits, family-oriented content, and lifestyle posts featuring Kappahl products.
The brand also collaborates with influencers on special collections, as seen with Sanna Jörnvik Déman, who launched her own capsule collection for Kappahl's kay/day brand. Sanna, who recently had a baby, created a summery collection inspired by southern Europe, showcasing how the brand caters to different life stages and styles:
Why it works
Kappahl's influencer strategy is effective for several reasons:
- Focus on micro-influencers creates authentic, relatable content
- Diverse range of creators appeals to different age groups and family situations
- Collaborations with influencers on special collections adds exclusivity and relevance
What’s Next?
Check out our list of the top Nordic beauty brands, or learn how Storyclash supports influencer marketing in the Nordics.