Hermès is the most-followed quiet luxury brand on Instagram, with 15.7 million followers as of October 2026, ahead of Celine (7.7 million) and Massimo Dutti (5.9 million). Among brands with no visible branding at all, Massimo Dutti leads with 5.9 million.
We collected follower and post counts for the verified official Instagram accounts of 39 brands in our database in October 2026. Together they have 70.9 million followers. The ranking shows a paradox at the heart of quiet luxury: the brands that say least on their products are often among the most followed online. The Row has 3.1 million followers from only 2,022 posts, and Valextra has fewer than 9 posts on its grid.
Which quiet luxury brands have the most Instagram followers?
| # | Brand | Account | Followers | Posts | Tier | Index |
|---|---|---|---|---|---|---|
| 1 | Hermès | @hermes | 15,657,513 | 3,522 | Summit | 88 |
| 2 | Celine | @celine | 7,715,724 | 379 | Luxury | 61 |
| 3 | Massimo Dutti | @massimodutti | 5,881,316 | 6,943 | Accessible | 77 |
| 4 | Max Mara | @maxmara | 4,466,191 | 5,630 | Luxury | 92 |
| 5 | COS | @cosstores | 4,263,931 | 4,724 | Accessible | 79 |
| 6 | Loro Piana | @loropiana | 3,450,495 | 3,484 | Summit | 88 |
| 7 | Polène | @polene_paris | 3,433,800 | 1,618 | Accessible | 82 |
| 8 | The Row | @therow | 3,132,778 | 2,022 | Summit | 94 |
| 9 | Uniqlo | @uniqlo | 2,885,830 | 772 | Accessible | 76 |
| 10 | Zegna | @zegna | 2,039,684 | 1,801 | Summit | 87 |
| 11 | Quince | @onequince | 1,937,848 | 1,076 | Accessible | 72 |
| 12 | Arket | @arketofficial | 1,687,016 | 4,551 | Accessible | 79 |
| 13 | Toteme | @toteme | 1,248,084 | 2,063 | Premium | 83 |
| 14 | Jil Sander | @jilsander | 1,089,353 | 265 | Luxury | 78 |
| 15 | Everlane | @everlane | 1,069,078 | 776 | Accessible | 74 |
| 16 | Lemaire | @lemaire | 946,080 | 1,291 | Luxury | 87 |
| 17 | Khaite | @khaite | 924,718 | 288 | Luxury | 83 |
| 18 | Phoebe Philo | @phoebephilo | 773,688 | 228 | Summit | 94 |
| 19 | Mansur Gavriel | @mansurgavriel | 768,816 | 8,293 | Premium | 86 |
| 20 | Auralee | @auralee_tokyo | 641,520 | 1,233 | Luxury | 92 |
| 21 | Gabriela Hearst | @gabrielahearst | 636,939 | 1,205 | Summit | 91 |
| 22 | Brunello Cucinelli | @brunellocucinelli | 612,532 | 376 | Summit | 91 |
| 23 | Brioni | @brioni_official | 541,219 | 2,109 | Summit | 94 |
| 24 | Delvaux | @delvaux | 533,345 | 483 | Summit | 88 |
| 25 | Theory | @theory__ | 498,205 | 3,687 | Premium | 80 |
| 26 | Vince | @vince | 441,826 | 4,014 | Premium | 80 |
| 27 | Studio Nicholson | @studionicholson | 414,192 | 4,023 | Premium | 86 |
| 28 | Joseph | @josephfashion | 390,165 | 166 | Premium | 84 |
| 29 | Cuyana | @cuyana | 348,125 | 5,198 | Accessible | 79 |
| 30 | Valextra | @valextra | 344,777 | 8 | Summit | 96 |
| 31 | Kiton | @kiton | 338,419 | 4,529 | Summit | 92 |
| 32 | Moynat | @moynat | 317,060 | 299 | Summit | 94 |
| 33 | Canali | @canali | 307,097 | 2,811 | Luxury | 86 |
| 34 | Margaret Howell | @margarethowellltd | 287,535 | 1,066 | Luxury | 87 |
| 35 | Luca Faloni | @lucafaloni | 278,075 | 3,573 | Premium | 91 |
| 36 | Asket | @asket | 261,680 | 199 | Accessible | 87 |
| 37 | Sunspel | @sunspelclothing | 170,528 | 4,181 | Premium | 94 |
| 38 | Naadam | @naadam.co | 130,264 | 779 | Accessible | 81 |
| 39 | John Smedley | @johnsmedleyknitwear | 72,300 | 3,842 | Premium | 94 |
Do pricier quiet luxury brands have bigger followings?
Not consistently. Median followers by price tier:
- Summit (12 brands): 637,000 followers
- Luxury (8 brands): 946,000 followers
- Premium (9 brands): 414,000 followers
- Accessible (10 brands): 1.9 million followers
Accessible brands such as Massimo Dutti and COS rival the summit houses because they sell to far more people. At the top, Hermès dwarfs everyone; below it, audience size tracks cultural visibility more than price.
Methodology
Follower and post counts were collected from each brand’s verified official Instagram account on 2026-10-20. Fan accounts and regional accounts are excluded. 1 brand(s) in our database have no active verified account and are omitted. Counts change daily; we refresh this page periodically.
Frequently asked questions
Which quiet luxury brand has the most Instagram followers?
Hermès (@hermes) has the most, with 15.7 million followers as of October 2026, followed by Celine (7.7 million) and Massimo Dutti (5.9 million).
How many Instagram followers does The Row have?
The Row’s official account, @therow, had 3.1 million followers as of October 2026.
How many Instagram followers does Loro Piana have?
Loro Piana’s official account, @loropiana, had 3.5 million followers as of October 2026.
Do quiet luxury brands post less on Instagram?
Often, yes. Several of the quietest houses post rarely — Valextra’s account had just 8 posts and Moynat’s 299 — while high-street brands such as Massimo Dutti post thousands of times.