Shona Joy vs Sir the Label:Which is more popular?
In September 2026, Shona Joy had more branded searches than Sir the Label among designer fashion labels in Australia. Shona Joy had about 40,500 branded searches, while Sir the Label had 33,100. Shona Joy made up 6.6% 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, Shona Joy and Sir the Label each appeared in two of the five answers. Shona Joy and Sir the Label were each mentioned first in two of the four answers that named either.
Who do people search for more?
Shona Joy, about 22% more searches than Sir the Label
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top designer fashion labels in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Shona Joy 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. Shona Joy 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.
Aje1st
Camilla and Marc2nd- Christopher Esber3rd
Camilla4th
Zimmermann5th
Rebecca Vallance6th- Shona Joy7th
Alémais8th
St. Agni9th- +1 more
Sir the Label11th- +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
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 Shona Joy or Sir the Label more popular in search?
This chart shows how often people search Google for Shona Joy 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 Shona Joy, 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 Shona Joy and Sir the Label comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Sir the Label took it in December 2025, Shona Joy took it in January 2026.
- Across the 12 months ending September 2026, Shona Joy’s share of searches among designer fashion labels in Australia moved from 7.4% to 6.6%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
- 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?
3 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.
In September 2026, Shona Joy lost share of searches among designer fashion labels in Australia, from 8% to 6.6%.
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 Shona Joy’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.
Shona Joy
1 branded search term
- shona joy
Sir the Label
1 branded search term
- sir the label
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