Designer fashion labels in Australia:Which are most popular?
In September 2026, Aje was the most searched designer fashion label in Australia, accounting for 21.9% of all searches among the 15 labels we track. When we checked with ChatGPT and Google AI Overviews, Aje showed up in every answer. Aje was recommended most often, coming first in four out of five responses.
AjeShare of searches 21.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Bec + BridgeShare of searches 17.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
Scanlan TheodoreShare of searches 9.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 12th
Camilla and MarcShare of searches 6.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Shona JoyShare of searches 6.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
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Top designer fashion labels in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Aje appeared every time. Aje was recommended most often, coming first in four out of five answers. Camilla and Marc was second, and Christopher Esber was third. Viktoria & Woods, which ranked 11th in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Sir the Label2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Bec + Bridge1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Scanlan Theodore1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Viktoria & Woods0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Faithfull the Brand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Sass & Bide0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about designer fashion labels
5 answers
Asked ChatGPT
“Which Australian designer fashion label should I shop?”
Asked ChatGPT
“What are the best Australian fashion labels?”
Asked ChatGPT
“Which Australian label is best for a wedding guest dress?”
Searched Google, AI Overview
“designer dresses”
Searched Google, AI Overview
“australian designer brands”
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 do people search for most?
This chart shows how often people search Google for each designer fashion label by name. Each line represents a brand's share of searches for all 15 designer fashion labels we track, month by month, from searches in Australia.
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
| Month | Aje | Bec + Bridge | Scanlan Theodore | Camilla and Marc | Shona Joy | Zimmermann | Alémais | Rebecca Vallance | Sir the Label | St. Agni | Viktoria & Woods | Faithfull the Brand | Christopher Esber | Sass & Bide | Camilla |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20.2% | 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 2025 | 24.6% | 16.5% | 7.4% | 6% | 7.4% | 7.4% | 4% | 4% | 6% | 4.9% | 4% | 2.7% | 1.2% | 3.3% | 0.39% |
| Dec 2025 | 22.4% | 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 2026 | 17.7% | 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 2026 | 19.4% | 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 2026 | 23% | 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 2026 | 23.6% | 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 2026 | 23.3% | 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 2026 | 24.2% | 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 2026 | 21.2% | 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 2026 | 21.9% | 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 2026 | 21.9% | 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% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 21.9% | 135K | 0% | 0 points | |
| 2, held 2nd | 17.8% | 110K | +21.5% | +3.1 points | |
| 3, held 3rd | 9.8% | 60.5K | 0% | 0 points | |
| 4, moved from 5th to 4th | 6.6% | 40.5K | 0% | 0 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 6.6% | 40.5K | -18.2% | -1.5 pointsmoved from 4th to 5th | |
| 6, moved from 7th to 6th | 6.6% | 40.5K | 0% | 0 pointsmoved from 7th to 6th | |
| 7, moved from 10th to 7th | 5.4% | 33.1K | +22.1% | +1 pointsmoved from 10th to 7th | |
| 8, held 8th | 5.4% | 33.1K | 0% | 0 points | |
| 9, held 9th | 5.4% | 33.1K | 0% | 0 points | |
| 10, moved from 6th to 10th | 5.4% | 33.1K | -18.3% | -1.2 pointsmoved from 6th to 10th | |
| 11, held 11th | 3.6% | 22.2K | -18.1% | -0.8 points | |
| 12, held 12th | 2.4% | 14.8K | 0% | 0 points | |
| 13, held 13th | 1.6% | 9.9K | -18.2% | -0.4 points | |
| 14, held 14th | 1.3% | 8.1K | -18.2% | -0.3 points | |
| 15, held 15th | 0.47% | 2.9K | +33% | +0.1 points |
1.
Aje21.9%
Held 1st. 135K estimated branded searches, 0% vs prior month. Share 0 points.
17.8%
Held 2nd. 110K estimated branded searches, +21.5% vs prior month. Share +3.1 points.
9.8%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.
6.6%
Moved from 5th to 4th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.
6.6%
Moved from 4th to 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.5 points.
6.6%
Moved from 7th to 6th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.
7.
Alémais5.4%
Moved from 10th to 7th. 33.1K estimated branded searches, +22.1% vs prior month. Share +1 points.
5.4%
Held 8th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
5.4%
Held 9th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
10.
St. Agni5.4%
Moved from 6th to 10th. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.2 points.
3.6%
Held 11th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.8 points.
2.4%
Held 12th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.
1.6%
Held 13th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
14.Sass & Bide
1.3%
Held 14th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
15.
Camilla0.47%
Held 15th. 2.9K estimated branded searches, +33% vs prior month. Share +0.1 points.
Which brand is most popular in search among designer fashion labels in Australia?
15 brands
In September 2026, Aje was the most searched among designer fashion labels in Australia, with an estimated 135K branded searches, 21.9% of all searches for the 15 we track. Bec + Bridge is in 2nd place, 4 percentage points behind at 17.8%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Aje | 20.2% → 21.9% | 24.6%Nov 2025 | 17.7%Jan 2026 | 1st |
| Bec + Bridge | 16.4% → 17.8% | 18.3%Dec 2025 | 13.3%Jun 2026 | 2nd |
| Scanlan Theodore | 9% → 9.8% | 11.6%Jul 2026 | 7.4%Nov 2025 | 3rd |
| Camilla and Marc | 6.1% → 6.6% | 7.3%Jun 2026 | 5.3%Jan 2026 | 6th → 4th |
| Shona Joy | 7.4% → 6.6% | 8.9%Jun 2026 | 4.5%Dec 2025 | 4th → 5th |
| Zimmermann | 7.4% → 6.6% | 8.2%Dec 2025 | 5.8%Apr 2026 | 5th → 6th |
| Alémais | 4.1% → 5.4% | 5.4%Sep 2026 | 3.2%Jun 2026 | 10th → 7th |
| Rebecca Vallance | 6.1% → 5.4% | 6.1%Oct 2025 | 3.7%Dec 2025 | 7th → 8th |
| Sir the Label | 6.1% → 5.4% | 6.7%Dec 2025 | 4.7%May 2026 | 8th → 9th |
| St. Agni | 4.9% → 5.4% | 7.1%Apr 2026 | 4.9%Nov 2025 | 9th → 10th |
| Viktoria & Woods | 4.1% → 3.6% | 5.2%Jul 2026 | 3.6%Sep 2026 | 11th |
| Faithfull the Brand | 2.7% → 2.4% | 3.7%Dec 2025 | 1.7%May 2026 | 13th → 12th |
| Christopher Esber | 1.8% → 1.6% | 2%Aug 2026 | 1.2%Nov 2025 | 14th → 13th |
| Sass & Bide | 3.3% → 1.3% | 9.7%Jan 2026 | 1.3%Sep 2026 | 12th → 14th |
| Camilla | 0.48% → 0.47% | 1.7%Feb 2026 | 0.35%Aug 2026 | 15th |
Each finding as a sentence
- Across the 12 months ending September 2026, Aje’s share of searches among designer fashion labels in Australia increased from 20.2% to 21.9%.
- Across the 12 months ending September 2026, Bec + Bridge’s share of searches among designer fashion labels in Australia increased from 16.4% to 17.8%.
- Across the 12 months ending September 2026, Scanlan Theodore’s share of searches among designer fashion labels in Australia increased from 9% to 9.8%.
- Across the 12 months ending September 2026, Camilla and Marc’s share of searches among designer fashion labels in Australia increased from 6.1% to 6.6%.
- Across the 12 months ending September 2026, Shona Joy’s share of searches among designer fashion labels in Australia decreased from 7.4% to 6.6%.
- Across the 12 months ending September 2026, Zimmermann’s share of searches among designer fashion labels in Australia decreased from 7.4% to 6.6%.
- Across the 12 months ending September 2026, Alémais’ share of searches among designer fashion labels in Australia increased from 4.1% to 5.4%.
- Across the 12 months ending September 2026, Rebecca Vallance’s share of searches among designer fashion labels in Australia decreased from 6.1% to 5.4%.
- Across the 12 months ending September 2026, Sir the Label’s share of searches among designer fashion labels in Australia decreased from 6.1% to 5.4%.
- Across the 12 months ending September 2026, Sass & Bide’s share of searches among designer fashion labels in Australia decreased from 3.3% to 1.3%.
- Across the 12 months ending September 2026, Aje’s share of searches among designer fashion labels in Australia peaked at 24.6% in November 2025 and was lowest at 17.7% in January 2026.
- Across the 12 months ending September 2026, Bec + Bridge’s share of searches among designer fashion labels in Australia peaked at 18.3% in December 2025 and was lowest at 13.3% in June 2026.
- Across the 12 months ending September 2026, Scanlan Theodore’s share of searches among designer fashion labels in Australia peaked at 11.6% in July 2026 and was lowest at 7.4% in November 2025.
- Across the 12 months ending September 2026, Camilla and Marc’s share of searches among designer fashion labels in Australia peaked at 7.3% in June 2026 and was lowest at 5.3% in January 2026.
- Across the 12 months ending September 2026, Shona Joy’s share of searches among designer fashion labels in Australia peaked at 8.9% in June 2026 and was lowest at 4.5% in December 2025.
- Across the 12 months ending September 2026, Zimmermann’s share of searches among designer fashion labels in Australia peaked at 8.2% in December 2025 and was lowest at 5.8% in April 2026.
- Across the 12 months ending September 2026, Alémais’ share of searches among designer fashion labels in Australia peaked at 5.4% in September 2026 and was lowest at 3.2% in June 2026.
- Across the 12 months ending September 2026, Rebecca Vallance’s share of searches among designer fashion labels in Australia peaked at 6.1% in October 2025 and was lowest at 3.7% in December 2025.
- Across the 12 months ending September 2026, Sir the Label’s share of searches among designer fashion labels in Australia peaked at 6.7% in December 2025 and was lowest at 4.7% in May 2026.
- Across the 12 months ending September 2026, St. Agni’s share of searches among designer fashion labels in Australia peaked at 7.1% in April 2026 and was lowest at 4.9% in November 2025.
- Across the 12 months ending September 2026, Viktoria & Woods’ share of searches among designer fashion labels in Australia peaked at 5.2% in July 2026 and was lowest at 3.6% in September 2026.
- 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, Sass & Bide’s share of searches among designer fashion labels in Australia peaked at 9.7% in January 2026 and was lowest at 1.3% in September 2026.
- Across the 12 months ending September 2026, Camilla’s share of searches among designer fashion labels in Australia peaked at 1.7% in February 2026 and was lowest at 0.35% in August 2026.
- Across the 12 months ending September 2026, Camilla and Marc rose from 6th to 4th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, Shona Joy fell from 4th to 5th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, Zimmermann fell from 5th to 6th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, Alémais rose from 10th to 7th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, Rebecca Vallance fell from 7th to 8th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, Sir the Label fell from 8th to 9th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, St. Agni fell from 9th to 10th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, Faithfull the Brand rose from 13th to 12th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, Christopher Esber rose from 14th to 13th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, Sass & Bide fell from 12th to 14th among designer fashion labels in Australia.
- Across the 12 months ending September 2026, Viktoria & Woods and Camilla held steady: their share of searches among designer fashion labels in Australia each moved less than 0.5 percentage points.
How did search popularity change for Australia designer fashion labels in September 2026?
8 changes
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.
In September 2026, Bec + Bridge gained share of searches among designer fashion labels in Australia, from 14.7% to 17.8%.
In September 2026, Shona Joy lost share of searches among designer fashion labels in Australia, from 8% to 6.6%.
In September 2026, St. Agni lost share of searches among designer fashion labels in Australia, from 6.6% to 5.4%.
In September 2026, Viktoria & Woods lost share of searches among designer fashion labels in Australia, from 4.4% to 3.6%.
In September 2026, Camilla and Marc rose from 5th to 4th among designer fashion labels in Australia.
In September 2026, Zimmermann rose from 7th to 6th among designer fashion labels in Australia.
Estimated monthly branded searches for Sass & Bide in Australia fell 63.5% over 12 measured months, from 22.2K to 8.1K in September 2026.
How are branded searches counted for designer fashion labels?
16 search terms
Each brand's share of searches among designer fashion labels comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Aje
1 branded search term
- aje
Bec + Bridge
1 branded search term
- bec and bridge
Scanlan Theodore
1 branded search term
- scanlan theodore
Camilla and Marc
1 branded search term
- camilla and marc
Shona Joy
1 branded search term
- shona joy
Zimmermann
1 branded search term
- zimmermann
Alémais
1 branded search term
- alemais
Rebecca Vallance
1 branded search term
- rebecca vallance
Sir the Label
1 branded search term
- sir the label
St. Agni
1 branded search term
- st agni
Viktoria & Woods
1 branded search term
- viktoria and woods
Faithfull the Brand
1 branded search term
- faithfull the brand
Christopher Esber
1 branded search term
- christopher esber
Sass & Bide
1 branded search term
- sass and bide
Camilla
2 branded search terms
- camilla clothing
- camilla franks
Compare popularity between leading brands
- Aje vs Bec + Bridge: compare popularity
- Aje vs Scanlan Theodore: compare popularity
- Aje vs Camilla and Marc: compare popularity
- Aje vs Shona Joy: compare popularity
- Bec + Bridge vs Scanlan Theodore: compare popularity
- Bec + Bridge vs Camilla and Marc: compare popularity
- Bec + Bridge vs Shona Joy: compare popularity
- Scanlan Theodore vs Camilla and Marc: compare popularity
- Scanlan Theodore vs Shona Joy: compare popularity
- Camilla and Marc vs Shona Joy: compare popularity
- Compare any of these brands
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