--- title: "Sir the Label vs St. Agni: Which is searched more in Australia?" description: "Is Sir the Label or St. Agni more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Designer fashion labels set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/sir-the-label-vs-st-agni" publisher: "Brandwave" --- # Sir the Label vs St. Agni: Which is searched more in Australia? Is Sir the Label or St. Agni more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Designer fashion labels set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Sir the Label and St. Agni - **Competitive set**: Designer fashion labels - **Market**: Australia - **Month measured**: Sep 2026 - **Sir the Label Share of Search**: 5.4% - **St. Agni Share of Search**: 5.4% ## Is Sir the Label or St. Agni more popular in search? - In September 2026, Sir the Label and St. Agni 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. - The lead changed hands once in the 12 months ending September 2026: St. Agni took it in April 2026. - 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. - Across the 12 months ending September 2026, St. Agni’s share of searches among designer fashion labels in Australia moved from 4.9% to 5.4%, and its estimated monthly branded searches held steady at 33.1K. ## Top designer fashion labels in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, St. Agni was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. St. Agni was listed before Sir the Label in two out of three answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Aje | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Camilla and Marc | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Christopher Esber | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Camilla | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Zimmermann | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Rebecca Vallance | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Shona Joy | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Alémais | 8th | 2 of 3 | 1 of 2 | 3 of 5 | | St. Agni | 9th | 2 of 3 | 1 of 2 | 3 of 5 | | Bec + Bridge | 10th | 1 of 3 | 0 of 2 | 1 of 5 | | Sir the Label | 11th | 1 of 3 | 1 of 2 | 2 of 5 | | Scanlan Theodore | 12th | 1 of 3 | 0 of 2 | 1 of 5 | | Viktoria & Woods | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Faithfull the Brand | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sass & Bide | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about designer fashion labels - Asked ChatGPT "Which Australian designer fashion label should I shop?": 1. Aje, 2. Bec + Bridge, 3. Camilla and Marc, 4. Camilla, 5. Christopher Esber, 6. St. Agni - Asked ChatGPT "What are the best Australian fashion labels?": 1. Aje, 2. Camilla and Marc, 3. Camilla, 4. Christopher Esber, 5. St. Agni, 6. Scanlan Theodore, 7. Zimmermann, 8. Sir the Label, 9. Alémais - Asked ChatGPT "Which Australian label is best for a wedding guest dress?": 1. Aje, 2. Shona Joy, 3. Rebecca Vallance, 4. Alémais, 5. Zimmermann - Searched Google, AI Overview "designer dresses": 1. Aje, 2. Rebecca Vallance, 3. Shona Joy - Searched Google, AI Overview "australian designer brands": 1. Zimmermann, 2. Christopher Esber, 3. Aje, 4. Camilla and Marc, 5. Camilla, 6. Alémais, 7. Sir the Label, 8. St. Agni Not named in any answer: Viktoria & Woods, Faithfull the Brand and Sass & Bide. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia designer fashion labels in September 2026? - 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, St. Agni lost share of searches among designer fashion labels in Australia, from 6.6% to 5.4%. - 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. ## Month by month | Month | Sir the Label estimated searches | Sir the Label Share of Search | Sir the Label rank | St. Agni estimated searches | St. Agni Share of Search | St. Agni rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 40.5K | 6.1% | 8 | 33.1K | 4.9% | 9 | | Nov 2025 | 49.5K | 6% | 7 | 40.5K | 4.9% | 8 | | Dec 2025 | 40.5K | 6.7% | 5 | 33.1K | 5.5% | 7 | | Jan 2026 | 33.1K | 5.3% | 8 | 33.1K | 5.3% | 9 | | Feb 2026 | 33.1K | 5.8% | 6 | 33.1K | 5.8% | 7 | | Mar 2026 | 33.1K | 5.6% | 7 | 33.1K | 5.6% | 8 | | Apr 2026 | 27.1K | 4.7% | 9 | 40.5K | 7.1% | 5 | | May 2026 | 27.1K | 4.7% | 9 | 40.5K | 7% | 5 | | Jun 2026 | 27.1K | 4.9% | 9 | 33.1K | 5.9% | 7 | | Jul 2026 | 27.1K | 5.2% | 9 | 33.1K | 6.4% | 7 | | Aug 2026 | 33.1K | 5.4% | 9 | 40.5K | 6.6% | 6 | | Sep 2026 | 33.1K | 5.4% | 9 | 33.1K | 5.4% | 10 | ## How each brand is measured Brandwave collects information about searches that people make online using Sir the Label’s and St. Agni’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. - **Sir the Label**: Measured on the search term “sir the label”. - **St. Agni**: Measured on the search term “st agni”. - [Sir the Label profile](/demand/au/brands/sir-the-label) - [St. Agni profile](/demand/au/brands/st-agni) - [All designer fashion labels in Australia](/demand/au/categories/au-designer-fashion-labels): The set both shares are measured inside, 15 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Sir the Label or St. Agni more popular in search? In September 2026, Sir the Label and St. Agni 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. ## Cite this page Brandwave. "Sir the Label vs St. Agni: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/sir-the-label-vs-st-agni This page is also available as HTML at https://gobrandwave.com/demand/au/compare/sir-the-label-vs-st-agni. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.