Brunello Cucinelli vs Loro Piana:Which is more popular?
In September 2026, Loro Piana had more branded searches than Brunello Cucinelli among cashmere brands worldwide. Loro Piana had about 4,400 branded searches, while Brunello Cucinelli had 3,500. Loro Piana made up 2.4% of all cashmere brand searches we track, and Brunello Cucinelli accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about cashmere brands, Loro Piana appeared in four of the five answers and Brunello Cucinelli in two. Loro Piana was mentioned before Brunello Cucinelli in every answer that named either.
Who do people search for more?
Loro Piana, about 26% more searches than Brunello Cucinelli
Who does AI mention more?
Loro Piana, mentioned in 4 of 5 answers, Brunello Cucinelli in 2
Who does AI recommend more?
Loro Piana, named ahead of Brunello Cucinelli in 4 of 4 answers
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Top cashmere brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Loro Piana was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Brunello Cucinelli was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Loro Piana was listed before Brunello Cucinelli in every answer that named either.
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.
Naadam5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Quince5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Jenni Kayne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Loro Piana4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
White + Warren3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
J.Crew3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Johnstons of Elgin2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
N.Peal2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Brunello Cucinelli2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Pringle of Scotland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about cashmere brands
5 answers
Asked ChatGPT
“Which cashmere brand should I buy?”
Asked ChatGPT
“What are the best cashmere brands?”
Asked ChatGPT
“What's the best cashmere brand for a sweater that lasts?”
Searched Google, AI Overview
“cashmere sweater”
Searched Google, AI Overview
“cashmere brands”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.
Is Brunello Cucinelli or Loro Piana more popular in search?
This chart shows how often people search Google for Brunello Cucinelli and Loro Piana by name. Each line represents a brand's share of searches for all 14 cashmere brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Loro Piana, Brunello Cucinelli. The figures are in the table below the chart.
View monthly share of searches table
| Month | Johnstons of Elgin | N.Peal | Naadam | Pringle of Scotland | Quince | Jumper 1234 | White + Warren | J.Crew | Chinti & Parker | Jenni Kayne | Loro Piana | Allude | Brunello Cucinelli | Brora |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 17.3% | 17.3% | 17.3% | 9.5% | 6.3% | 2.3% | 6.3% | 8.6% | 5.2% | 2.8% | 2.3% | 1.9% | 2.1% | 0.68% |
| Nov 2025 | 18.1% | 14.8% | 22.1% | 8.1% | 8.1% | 1.6% | 5.4% | 7.2% | 5.4% | 3% | 2.4% | 1.3% | 1.9% | 0.57% |
| Dec 2025 | 21.4% | 17.5% | 17.5% | 7.8% | 9.6% | 1.3% | 4.3% | 7% | 4.3% | 2.3% | 2.3% | 1% | 2.9% | 0.69% |
| Jan 2026 | 24.5% | 16.4% | 16.4% | 9% | 6% | 1.8% | 4.9% | 5.9% | 4.9% | 2.2% | 2.7% | 1.5% | 3% | 0.97% |
| Feb 2026 | 20.6% | 16.9% | 13.8% | 9.2% | 6.2% | 2.2% | 5% | 7.3% | 5% | 5% | 2.7% | 1.8% | 3% | 1% |
| Mar 2026 | 16.4% | 36.7% | 11% | 9% | 4.9% | 1.8% | 4% | 3.6% | 3.3% | 1.8% | 2.7% | 1.5% | 2.6% | 0.79% |
| Apr 2026 | 20.7% | 25.3% | 13.8% | 11.3% | 4.1% | 1.8% | 5% | 4.1% | 4.1% | 2.2% | 2.8% | 1.5% | 2.2% | 0.99% |
| May 2026 | 22.2% | 22.2% | 14.9% | 12.2% | 4.4% | 1.3% | 4.4% | 3.5% | 4.4% | 2.4% | 3% | 1.3% | 2.6% | 1.1% |
| Jun 2026 | 24.5% | 24.5% | 13.4% | 13.4% | 4% | 1.2% | 4% | 3.2% | 4% | 1.7% | 2.2% | 1.2% | 2.1% | 0.9% |
| Jul 2026 | 22.4% | 15% | 22.4% | 12.2% | 3.6% | 1.1% | 4.5% | 3.6% | 4.5% | 2% | 4.5% | 1.3% | 2.2% | 0.83% |
| Aug 2026 | 24.5% | 20.1% | 13.4% | 11% | 4.9% | 2.1% | 4.9% | 4.3% | 4% | 2.7% | 2.7% | 1.8% | 2.4% | 1.4% |
| Sep 2026 | 22.4% | 18.3% | 12.3% | 10% | 6.7% | 5.5% | 5.5% | 5.4% | 3.6% | 3% | 2.4% | 2% | 1.9% | 1% |
Loro Piana and Brunello Cucinelli sell other things too, so only their searches that name this product count here, like “loro piana cashmere”.
How has the Brunello Cucinelli and Loro Piana comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Brunello Cucinelli took it in December 2025, Loro Piana took it in March 2026.
- Across the 12 months ending September 2026, Brunello Cucinelli’s share of searches among cashmere brands worldwide moved from 2.1% to 1.9%, and its estimated monthly branded searches moved from 4.8K to 3.5K.
- Across the 12 months ending September 2026, Loro Piana’s share of searches among cashmere brands worldwide moved from 2.3% to 2.4%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
How did search popularity change for cashmere brands worldwide in September 2026?
3 changes
In September 2026, Jumper 1234 overtook White + Warren and 5 others to rank 6th among cashmere brands worldwide, with 5.5% of the searches.
Estimated monthly branded searches for Brunello Cucinelli worldwide fell 27.1% over 12 measured months, from 4.8K to 3.5K in September 2026.
Estimated monthly branded searches for Loro Piana worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Brunello Cucinelli’s and Loro Piana’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.
Brunello Cucinelli
2 branded search terms
- brunello cucinelli cashmere
- brunello cucinelli sweater
Loro Piana
1 branded search term
- loro piana cashmere
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