Bec + Bridge vs Scanlan Theodore:Which is more popular?
In September 2026, Bec + Bridge had more branded searches than Scanlan Theodore among designer fashion labels in Australia. Bec + Bridge had about 110,000 branded searches, while Scanlan Theodore had 60,500. Bec + Bridge made up 17.8% of all designer fashion label searches we track, and Scanlan Theodore accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about designer fashion labels, Bec + Bridge and Scanlan Theodore each appeared in one of the five answers. Bec + Bridge and Scanlan Theodore were each mentioned first in one of the two answers that named either.
Who do people search for more?
Bec + Bridge, about 82% more searches than Scanlan Theodore
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top designer fashion labels in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bec + Bridge and Scanlan Theodore were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bec + Bridge and Scanlan Theodore were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Aje1st
Camilla and Marc2nd- Christopher Esber3rd
Camilla4th
Zimmermann5th
Rebecca Vallance6th
Shona Joy7th
Alémais8th
St. Agni9th- +2 more
Scanlan Theodore12th- +3 more
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
- 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
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.
Is Bec + Bridge or Scanlan Theodore more popular in search?
This chart shows how often people search Google for Bec + Bridge and Scanlan Theodore 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 Bec + Bridge, Scanlan Theodore. 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% |
How has the Bec + Bridge and Scanlan Theodore comparison changed over the last 12 months?
3 findings
- Bec + Bridge was ahead of Scanlan Theodore in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bec + Bridge’s share of searches among designer fashion labels in Australia moved from 16.4% to 17.8%, and its estimated monthly branded searches held steady at 110K.
- Across the 12 months ending September 2026, Scanlan Theodore’s share of searches among designer fashion labels in Australia moved from 9% to 9.8%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for Australia designer fashion labels in September 2026?
1 change
In September 2026, Bec + Bridge gained share of searches among designer fashion labels in Australia, from 14.7% to 17.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bec + Bridge’s and Scanlan Theodore’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.
Bec + Bridge
1 branded search term
- bec and bridge
Scanlan Theodore
1 branded search term
- scanlan theodore
Other head-to-heads among designer fashion labels
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