Brandwave

How popular isFaithfull the Brand?

In September 2026, people searched for Faithfull the Brand by name about 14,800 times in Australia, an 18.2% decrease from the previous year. These searches made up 2.4% of all Australia designer fashion label searches, placing Faithfull the Brand 12th out of 15 labels. When we asked both ChatGPT and Google AI Overviews about designer fashion labels, Faithfull the Brand did not appear in any of the answers.

Search and AI answers in September 2026

Faithfull the Brand is the 12th most searched of 15 competitors and not listed in any AI answer.

  1. AjeShare of searches 21.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Bec + BridgeShare of searches 17.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  3. Scanlan TheodoreShare of searches 9.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 12th
  4. Camilla and MarcShare of searches 6.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. Faithfull the BrandShare of searches 2.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+10 more

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Top designer fashion labels in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Faithfull the Brand did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Aje1st
  2. Camilla and Marc2nd
  3. Christopher Esber3rd
  4. Camilla4th
  5. Zimmermann5th
  6. Rebecca Vallance6th
  7. Shona Joy7th
  8. +5 more
  9. Viktoria & Woods–
  10. Faithfull the Brand–
  11. Sass & Bide–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aje5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Camilla and Marc3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zimmermann3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Alémais3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • St. Agni3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Christopher Esber3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Camilla3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shona Joy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rebecca Vallance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Faithfull the Brand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about designer fashion labels

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which designer fashion labels compete with Faithfull the Brand?

Faithfull the Brand against designer fashion labels in Australia, by month

Share of searches by month for Aje, Bec + Bridge, Scanlan Theodore, Camilla and Marc, Shona Joy, Zimmermann, Alémais, Rebecca Vallance, Sir the Label, St. Agni, Viktoria & Woods, Faithfull the Brand. The figures are in the table below the chart.

View monthly share of searches table
MonthAjeBec + BridgeScanlan TheodoreCamilla and MarcShona JoyZimmermannAlémaisRebecca VallanceSir the LabelSt. AgniViktoria & WoodsFaithfull the BrandChristopher EsberSass & BideCamilla
Oct 202520.2%16.4%9%6.1%7.4%7.4%4.1%6.1%6.1%4.9%4.1%2.7%1.8%3.3%0.48%
Nov 202524.6%16.5%7.4%6%7.4%7.4%4%4%6%4.9%4%2.7%1.2%3.3%0.39%
Dec 202522.4%18.3%8.2%5.5%4.5%8.2%4.5%3.7%6.7%5.5%4.5%3.7%1.3%2.5%0.53%
Jan 202617.7%17.7%7.9%5.3%6.5%6.5%4.4%4.4%5.3%5.3%4.4%2.9%1.6%9.7%0.51%
Feb 202619.4%15.9%10.7%7.1%7.1%5.8%3.9%4.8%5.8%5.8%4.8%2.1%1.7%3.2%1.7%
Mar 202623%15.4%10.3%6.9%6.9%6.9%3.8%4.6%5.6%5.6%4.6%2.1%1.7%2.1%0.68%
Apr 202623.6%15.8%10.6%7.1%5.8%5.8%3.9%4.7%4.7%7.1%4.7%1.7%1.4%2.1%0.86%
May 202623.3%15.6%10.5%7%5.7%7%3.8%4.7%4.7%7%4.7%1.7%1.7%2.1%0.45%
Jun 202624.2%13.3%10.8%7.3%8.9%7.3%3.2%4.9%4.9%5.9%4%1.8%1.5%1.8%0.41%
Jul 202621.2%14.2%11.6%6.4%6.4%7.8%4.3%5.2%5.2%6.4%5.2%2.3%1.6%1.9%0.36%
Aug 202621.9%14.7%9.8%6.6%8%6.6%4.4%5.4%5.4%6.6%4.4%2.4%2%1.6%0.35%
Sep 202621.9%17.8%9.8%6.6%6.6%6.6%5.4%5.4%5.4%5.4%3.6%2.4%1.6%1.3%0.47%

  1. 1.Aje

    21.9%

    Held 1st. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Bec + Bridge

    17.8%

    Held 2nd. 110K estimated branded searches, +21.5% vs prior month. Share +3.1 points.

  3. 3.Scanlan Theodore

    9.8%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Camilla and Marc

    6.6%

    Moved from 5th to 4th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Shona Joy

    6.6%

    Moved from 4th to 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  6. 6.Zimmermann

    6.6%

    Moved from 7th to 6th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Alémais

    5.4%

    Moved from 10th to 7th. 33.1K estimated branded searches, +22.1% vs prior month. Share +1 points.

  8. 8.Rebecca Vallance

    5.4%

    Held 8th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Sir the Label

    5.4%

    Held 9th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.St. Agni

    5.4%

    Moved from 6th to 10th. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.2 points.

  11. 11.Viktoria & Woods

    3.6%

    Held 11th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.8 points.

  12. 12.Faithfull the Brand

    2.4%

    Held 12th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.Christopher Esber

    1.6%

    Held 13th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  14. 14.Sass & Bide

    1.3%

    Held 14th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  15. 15.Camilla

    0.47%

    Held 15th. 2.9K estimated branded searches, +33% vs prior month. Share +0.1 points.

Compare popularity between Faithfull the Brand and its closest rivals

Every comparison with Faithfull the Brand

14 comparisons

How has branded search demand for Faithfull the Brand changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Faithfull the Brand in Australia fell from 18.1K to 14.8K.
  • Across the 12 months ending September 2026, Faithfull the Brand’s share of searches among designer fashion labels in Australia peaked at 3.7% in December 2025 and was lowest at 1.7% in May 2026.
  • Across the 12 months ending September 2026, Faithfull the Brand rose from 13th to 12th among designer fashion labels in Australia.

How did search popularity change for Australia designer fashion labels in September 2026?

6 changes

  1. In September 2026, Alémais overtook St. Agni and 2 others to rank 7th among designer fashion labels in Australia, with 5.4% of the searches.

  2. In September 2026, Bec + Bridge gained share of searches among designer fashion labels in Australia, from 14.7% to 17.8%.

  3. In September 2026, Shona Joy lost share of searches among designer fashion labels in Australia, from 8% to 6.6%.

  4. In September 2026, St. Agni lost share of searches among designer fashion labels in Australia, from 6.6% to 5.4%.

  5. In September 2026, Viktoria & Woods lost share of searches among designer fashion labels in Australia, from 4.4% to 3.6%.

  6. In September 2026, Camilla and Marc rose from 5th to 4th among designer fashion labels in Australia.

How are Faithfull the Brand’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Faithfull the Brand’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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