Brandwave

How popular isForm and Fold?

In September 2026, people searched for Form and Fold by name about 1,900 times in Australia, about the same as the previous year. These searches made up 0.82% of all Australia swimwear brand searches, placing Form and Fold tenth out of ten brands. When we asked both ChatGPT and Google AI Overviews about swimwear brands, Form and Fold appeared in three of the five answers and was the third most recommended of the ten.

Search and AI answers in September 2026

Form and Fold is the tenth most searched of 10 competitors and the third most recommended in AI answers.

  1. Cotton On BodyShare of searches 39.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  2. SeafollyShare of searches 26.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. BydeeShare of searches 14.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. TigerlilyShare of searches 7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Form and FoldShare of searches 0.82%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top swimwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Form and Fold was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Form and Fold is the third most recommended of the ten.

Most recommended by AI

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

  1. Seafolly1st
  2. Peony2nd
  3. Form and Fold3rd
  4. Bydee4th
  5. Bondi Born5th
  6. Baku6th
  7. Bond-Eye7th
  8. Cotton On Body8th
  9. Jets9th
  10. Tigerlily–

Mentioned by AI

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

  • Seafolly4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bydee3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Peony3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Form and Fold3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cotton On Body2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bondi Born2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Baku1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jets1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bond-Eye1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tigerlily0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about swimwear brands

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 22, 2026.

Which swimwear brands compete with Form and Fold?

Form and Fold against swimwear brands in Australia, by month

Share of searches by month for Cotton On Body, Seafolly, Bydee, Tigerlily, Baku, Jets, Form and Fold. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton On BodySeafollyBydeeTigerlilyBakuJetsBondi BornPeonyBond-EyeForm and Fold
Oct 202537.8%25.3%13.8%8.2%6.2%3.4%1.8%1.5%1.2%0.79%
Nov 202535.4%29.2%15.9%6.3%4.8%2.6%2.1%1.4%1.4%0.77%
Dec 202531.8%31.8%14.3%6.1%6.4%3.5%2.3%1.5%1.3%1%
Jan 202636.7%30%11%6.6%7.3%3.3%1.8%1.5%1.2%0.65%
Feb 202648.2%21.6%9.6%8.3%5.3%2.3%1.9%1.2%1%0.47%
Mar 202657%17.1%9.3%6.5%4.2%1.8%1.5%1.2%1%0.45%
Apr 202657.8%17.3%7.7%8%3.5%1.5%1.9%0.83%1%0.46%
May 202656%16.8%11.2%7.8%2.7%1.5%1.8%0.8%0.8%0.62%
Jun 202646%20.6%16.9%6.5%3.4%2.2%1.8%1%1%0.62%
Jul 202646.5%20.8%13.9%8.1%3.4%2.3%2.3%1.2%1%0.63%
Aug 202646.7%20.9%14%6.7%4.2%2.8%1.9%1.2%0.98%0.67%
Sep 202639.3%26.2%14.4%7%5.2%2.9%1.9%1.3%1%0.82%

  1. 1.Cotton On Body

    39.3%

    Held 1st. 90.5K estimated branded searches, 0% vs prior month. Share -7.4 points.

  2. 2.Seafolly

    26.2%

    Held 2nd. 60.5K estimated branded searches, +49.4% vs prior month. Share +5.3 points.

  3. 3.Bydee

    14.4%

    Held 3rd. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.4 points.

  4. 4.Tigerlily

    7%

    Held 4th. 16.1K estimated branded searches, +24% vs prior month. Share +0.3 points.

  5. 5.Baku

    5.2%

    Held 5th. 12.1K estimated branded searches, +49.4% vs prior month. Share +1.1 points.

  6. 6.Jets

    2.9%

    Held 6th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  7. 7.Bondi Born

    1.9%

    Held 7th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  8. 8.Peony

    1.3%

    Held 8th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

  9. 9.Bond-Eye

    1%

    Held 9th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.1 points.

  10. 10.Form and Fold

    0.82%

    Held 10th. 1.9K estimated branded searches, +46.2% vs prior month. Share +0.2 points.

Compare popularity between Form and Fold and its closest rivals

Every comparison with Form and Fold

9 comparisons

How has branded search demand for Form and Fold changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Form and Fold in Australia held steady at 1.9K.
  • Across the 12 months ending September 2026, Form and Fold’s share of searches among swimwear brands in Australia held steady, from 0.79% to 0.82%.

How did search popularity change for Australia swimwear brands in September 2026?

6 changes

  1. In September 2026, Seafolly gained share of searches among swimwear brands in Australia, from 20.9% to 26.2%.

  2. In September 2026, Baku gained share of searches among swimwear brands in Australia, from 4.2% to 5.2%.

  3. In September 2026, Cotton On Body lost share of searches among swimwear brands in Australia, from 46.7% to 39.3%.

  4. Jets’ share of searches among swimwear brands in Australia has gained ground for 3 months in a row, from 2.2% to 2.9% in September 2026.

  5. Estimated monthly branded searches for Peony in Australia fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

  6. Estimated monthly branded searches for Tigerlily in Australia fell 18.3% over 12 measured months, from 19.7K to 16.1K in September 2026.

How are Form and Fold’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Form and Fold’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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How the Brand Demand Index is measured

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