Scanlan Theodore vs Sir the Label:Which is more popular?
In September 2026, Scanlan Theodore had more branded searches than Sir the Label among designer fashion labels in Australia. Scanlan Theodore had about 60,500 branded searches, while Sir the Label had 33,100. Scanlan Theodore made up 9.8% of all designer fashion label searches we track, and Sir the Label accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about designer fashion labels, Sir the Label appeared in two of the five answers and Scanlan Theodore in one. Scanlan Theodore and Sir the Label were each mentioned first in one of the two answers that named either.
Who do people search for more?
Scanlan Theodore, about 83% more searches than Sir the Label
Who does AI mention more?
Sir the Label, mentioned in 2 of 5 answers, Scanlan Theodore in 1
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, 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. 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. Scanlan Theodore and Sir the Label 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- +2 more
- Sir the Label11th
- 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 Scanlan Theodore or Sir the Label more popular in search?
This chart shows how often people search Google for Scanlan Theodore 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.
Share of searches by month for Scanlan Theodore, Sir the Label. 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 Scanlan Theodore and Sir the Label comparison changed over the last 12 months?
3 findings
- Scanlan Theodore was ahead of Sir the Label in every measured month of the 12 months ending September 2026.
- 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.
- 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.
How did search popularity change for Australia designer fashion labels in September 2026?
2 changes
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Scanlan Theodore’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.
Scanlan Theodore
1 branded search term
- scanlan theodore
Sir the Label
1 branded search term
- sir the label
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