Brandwave

Rebecca Vallance vs Sir the Label:Which is more popular?

In September 2026, Rebecca Vallance and Sir the Label were level in searches among designer fashion labels in Australia, with an estimated 33.1K branded searches each, at 5.4% of the total each. When we asked ChatGPT and Google AI Overviews about designer fashion labels, Rebecca Vallance and Sir the Label each appeared in two of the five answers. Rebecca Vallance and Sir the Label were each mentioned first in two of the four answers that named either.

Among designer fashion labels in Australia in September 2026

Who do people search for more?

Rebecca Vallance and Sir the Label are searched for about as often as each other.

Rebecca Vallance 33.1K searchesSir the Label 33.1K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Rebecca Vallance in 2 of 5Sir the Label in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Rebecca Vallance first in 2Sir the Label first in 2

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Top designer fashion labels in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rebecca Vallance and Sir the Label were each mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Rebecca Vallance and Sir the Label were each listed first in two of the four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Aje1st
  2. Camilla and Marc2nd
  3. Christopher Esber3rd
  4. Camilla4th
  5. Zimmermann5th
  6. Rebecca Vallance6th
  7. Shona Joy7th
  8. Alémais8th
  9. St. Agni9th
  10. +1 more
  11. Sir the Label11th
  12. +4 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
  • Sir the Label2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+5 more

See every answer about designer fashion labels

5 answers

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 Rebecca Vallance or Sir the Label more popular in search?

This chart shows how often people search Google for Rebecca Vallance and Sir the 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.

Rebecca Vallance and Sir the Label among designer fashion labels in Australia, by month

Share of searches by month for Rebecca Vallance, Sir the Label. The figures are in the table below the chart.

View monthly share of searches table
MonthAjeBec + BridgeScanlan TheodoreCamilla and MarcShona JoyZimmermannAlémaisRebecca VallanceSir the LabelSt. AgniViktoria & WoodsFaithfull the BrandChristopher EsberSass & BideCamilla
Oct 202520.2%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 202524.6%16.5%7.4%6%7.4%7.4%4%4%6%4.9%4%2.7%1.2%3.3%0.39%
Dec 202522.4%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 202617.7%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 202619.4%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 202623%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 202623.6%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 202623.3%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 202624.2%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 202621.2%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 202621.9%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 202621.9%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 Rebecca Vallance and Sir the Label comparison changed over the last 12 months?

3 findings

How did search popularity change for Australia designer fashion labels in September 2026?

3 changes

  1. 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.

  2. Estimated monthly branded searches for Rebecca Vallance in Australia fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026.

  3. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Rebecca Vallance’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.

Rebecca Vallance

1 branded search term

  • rebecca vallance

Sir the Label

1 branded search term

  • sir the label

How the Brand Demand Index is measured

Other head-to-heads among designer fashion labels

Creator with pink hair and a pink jacket

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