Faithfull the Brand vs Scanlan Theodore:Which is more popular?
In September 2026, Scanlan Theodore had more branded searches than Faithfull the Brand among designer fashion labels in Australia. Scanlan Theodore had about 60,500 branded searches, while Faithfull the Brand had 14,800. Scanlan Theodore made up 9.8% of all designer fashion label searches we track, and Faithfull the Brand accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about designer fashion labels, Scanlan Theodore appeared in one of the five answers and Faithfull the Brand in none.
Who do people search for more?
Scanlan Theodore, about 4 searches for every 1 for Faithfull the Brand
Who does AI mention more?
Scanlan Theodore, mentioned in 1 of 5 answers, Faithfull the Brand in 0
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Top designer fashion labels in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. Faithfull the Brand did not appear in any of the five answers.
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- Scanlan Theodore1 of 5Named in 1 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
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 Faithfull the Brand or Scanlan Theodore more popular in search?
This chart shows how often people search Google for Faithfull the Brand 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, 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% |
How has the Faithfull the Brand and Scanlan Theodore comparison changed over the last 12 months?
3 findings
- Scanlan Theodore was ahead of Faithfull the Brand in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Faithfull the Brand’s share of searches among designer fashion labels in Australia moved from 2.7% to 2.4%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
- 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
Estimated monthly branded searches for Faithfull the Brand in Australia fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Faithfull the Brand’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.
Faithfull the Brand
1 branded search term
- faithfull the brand
Scanlan Theodore
1 branded search term
- scanlan theodore
Other head-to-heads among designer fashion labels
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