--- title: "Aje vs Sir the Label: Which is searched more in Australia?" description: "Is Aje or Sir the Label more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Designer fashion labels set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/aje-vs-sir-the-label" publisher: "Brandwave" --- # Aje vs Sir the Label: Which is searched more in Australia? Is Aje or Sir the Label more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Designer fashion labels set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Aje and Sir the Label - **Competitive set**: Designer fashion labels - **Market**: Australia - **Month measured**: Sep 2026 - **Aje Share of Search**: 21.9% - **Sir the Label Share of Search**: 5.4% ## Is Aje or Sir the Label more popular in search? - In September 2026, Aje had more branded searches than Sir the Label among designer fashion labels in Australia. Aje had about 135,000 branded searches, while Sir the Label had 33,100. Aje made up 21.9% of all designer fashion label searches we track, and Sir the Label accounted for 5.4%. - Aje was ahead of Sir the Label in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Aje’s share of searches among designer fashion labels in Australia moved from 20.2% to 21.9%, and its estimated monthly branded searches held steady at 135K. - Across the 12 months ending September 2026, Sir the Label’s share of searches among designer fashion labels in Australia moved from 6.1% to 5.4%, and its estimated monthly branded searches moved from 40.5K to 33.1K. ## Top designer fashion labels in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Aje appeared in all five answers. Sir the Label was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Aje was listed before Sir the Label in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Aje | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Camilla and Marc | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Christopher Esber | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Camilla | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Zimmermann | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Rebecca Vallance | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Shona Joy | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Alémais | 8th | 2 of 3 | 1 of 2 | 3 of 5 | | St. Agni | 9th | 2 of 3 | 1 of 2 | 3 of 5 | | Bec + Bridge | 10th | 1 of 3 | 0 of 2 | 1 of 5 | | Sir the Label | 11th | 1 of 3 | 1 of 2 | 2 of 5 | | Scanlan Theodore | 12th | 1 of 3 | 0 of 2 | 1 of 5 | | Viktoria & Woods | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Faithfull the Brand | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sass & Bide | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about designer fashion labels - Asked ChatGPT "Which Australian designer fashion label should I shop?": 1. Aje, 2. Bec + Bridge, 3. Camilla and Marc, 4. Camilla, 5. Christopher Esber, 6. St. Agni - Asked ChatGPT "What are the best Australian fashion labels?": 1. Aje, 2. Camilla and Marc, 3. Camilla, 4. Christopher Esber, 5. St. Agni, 6. Scanlan Theodore, 7. Zimmermann, 8. Sir the Label, 9. Alémais - Asked ChatGPT "Which Australian label is best for a wedding guest dress?": 1. Aje, 2. Shona Joy, 3. Rebecca Vallance, 4. Alémais, 5. Zimmermann - Searched Google, AI Overview "designer dresses": 1. Aje, 2. Rebecca Vallance, 3. Shona Joy - Searched Google, AI Overview "australian designer brands": 1. Zimmermann, 2. Christopher Esber, 3. Aje, 4. Camilla and Marc, 5. Camilla, 6. Alémais, 7. Sir the Label, 8. St. Agni Not named in any answer: Viktoria & Woods, Faithfull the Brand and Sass & Bide. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia designer fashion labels in September 2026? - 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. - Estimated monthly branded searches for Sir the Label in Australia fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026. ## Month by month | Month | Aje estimated searches | Aje Share of Search | Aje rank | Sir the Label estimated searches | Sir the Label Share of Search | Sir the Label rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 135K | 20.2% | 1 | 40.5K | 6.1% | 8 | | Nov 2025 | 201K | 24.6% | 1 | 49.5K | 6% | 7 | | Dec 2025 | 135K | 22.4% | 1 | 40.5K | 6.7% | 5 | | Jan 2026 | 110K | 17.7% | 1 | 33.1K | 5.3% | 8 | | Feb 2026 | 110K | 19.4% | 1 | 33.1K | 5.8% | 6 | | Mar 2026 | 135K | 23% | 1 | 33.1K | 5.6% | 7 | | Apr 2026 | 135K | 23.6% | 1 | 27.1K | 4.7% | 9 | | May 2026 | 135K | 23.3% | 1 | 27.1K | 4.7% | 9 | | Jun 2026 | 135K | 24.2% | 1 | 27.1K | 4.9% | 9 | | Jul 2026 | 110K | 21.2% | 1 | 27.1K | 5.2% | 9 | | Aug 2026 | 135K | 21.9% | 1 | 33.1K | 5.4% | 9 | | Sep 2026 | 135K | 21.9% | 1 | 33.1K | 5.4% | 9 | ## How each brand is measured Brandwave collects information about searches that people make online using Aje’s and Sir the Label’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Aje**: Measured on the search term “aje”. - **Sir the Label**: Measured on the search term “sir the label”. - [Aje profile](/demand/au/brands/aje) - [Sir the Label profile](/demand/au/brands/sir-the-label) - [All designer fashion labels in Australia](/demand/au/categories/au-designer-fashion-labels): The set both shares are measured inside, 15 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Aje or Sir the Label more popular in search? In September 2026, Aje had more branded searches than Sir the Label among designer fashion labels in Australia. Aje had about 135,000 branded searches, while Sir the Label had 33,100. Aje made up 21.9% of all designer fashion label searches we track, and Sir the Label accounted for 5.4%. ## Cite this page Brandwave. "Aje vs Sir the Label: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/aje-vs-sir-the-label This page is also available as HTML at https://gobrandwave.com/demand/au/compare/aje-vs-sir-the-label. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.