Camilla and Marc vs Scanlan Theodore:Which is more popular?
In September 2026, Scanlan Theodore had more branded searches than Camilla and Marc among designer fashion labels in Australia. Scanlan Theodore had about 60,500 branded searches, while Camilla and Marc had 40,500. Scanlan Theodore made up 9.8% of all designer fashion label searches we track, and Camilla and Marc accounted for 6.6%. When we asked ChatGPT and Google AI Overviews about designer fashion labels, Camilla and Marc appeared in three of the five answers and Scanlan Theodore in one. Camilla and Marc was mentioned before Scanlan Theodore in every answer that named either.
Who do people search for more?
Scanlan Theodore, about 49% more searches than Camilla and Marc
Who does AI mention more?
Camilla and Marc, mentioned in 3 of 5 answers, Scanlan Theodore in 1
Who does AI recommend more?
Camilla and Marc, named ahead of Scanlan Theodore in 3 of 3 answers
Follow Camilla and Marc vs Scanlan Theodore and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top designer fashion labels in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Camilla and Marc was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Scanlan Theodore was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Camilla and Marc was listed before Scanlan Theodore in every answer 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
- Rebecca Vallance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 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 Camilla and Marc or Scanlan Theodore more popular in search?
This chart shows how often people search Google for Camilla and Marc 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 Scanlan Theodore, Camilla and Marc. 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 Camilla and Marc and Scanlan Theodore comparison changed over the last 12 months?
3 findings
- Scanlan Theodore was ahead of Camilla and Marc in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Camilla and Marc’s share of searches among designer fashion labels in Australia moved from 6.1% to 6.6%, and its estimated monthly branded searches held steady at 40.5K.
- 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, Camilla and Marc rose from 5th to 4th among designer fashion labels in Australia.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Camilla and Marc’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.
Camilla and Marc
1 branded search term
- camilla and marc
Scanlan Theodore
1 branded search term
- scanlan theodore
Other head-to-heads among designer fashion labels
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.