Brandwave

Agent Provocateur vs Savage X Fenty:Which is more popular?

In September 2026, Savage X Fenty had more branded searches than Agent Provocateur among lingerie brands worldwide. Savage X Fenty had about 450,000 branded searches, while Agent Provocateur had 246,000. Savage X Fenty made up 10.9% of all lingerie brand searches we track, and Agent Provocateur accounted for 6%. When we asked ChatGPT and Google AI Overviews about lingerie brands, Agent Provocateur appeared in three of the five answers and Savage X Fenty in two. Agent Provocateur was mentioned before Savage X Fenty in two out of three answers.

Among lingerie brands worldwide in September 2026

Who do people search for more?

Savage X Fenty, about 83% more searches than Agent Provocateur

Savage X Fenty 450K searchesAgent Provocateur 246K searches

Who does AI mention more?

Agent Provocateur, mentioned in 3 of 5 answers, Savage X Fenty in 2

Agent Provocateur in 3 of 5Savage X Fenty in 2 of 5

Who does AI recommend more?

Agent Provocateur, named ahead of Savage X Fenty in 2 of 3 answers

Agent Provocateur first in 2Savage X Fenty first in 1

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Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Agent Provocateur was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Savage X Fenty was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Agent Provocateur was listed before Savage X Fenty in two out of three answers.

Most recommended by AI

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

  1. Intimissimi1st
  2. Agent Provocateur2nd
  3. SKIMS3rd
  4. Savage X Fenty4th
  5. Bluebella5th
  6. Victoria's Secret6th
  7. Aerie7th
  8. Honey Birdette–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Intimissimi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Agent Provocateur3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SKIMS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bluebella3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Savage X Fenty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Victoria's Secret2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aerie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Honey Birdette0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie brands

5 answers

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 21, 2026.

Is Agent Provocateur or Savage X Fenty more popular in search?

This chart shows how often people search Google for Agent Provocateur and Savage X Fenty by name. Each line represents a brand's share of searches for all eight lingerie brands we track, month by month, from English-language searches worldwide.

Agent Provocateur and Savage X Fenty among lingerie brands worldwide, by month

Share of searches by month for Savage X Fenty, Agent Provocateur. The figures are in the table below the chart.

View monthly share of searches table
MonthIntimissimiSavage X FentyAgent ProvocateurHoney BirdetteVictoria's SecretSKIMSBluebellaAerie
Oct 202568.7%6.2%6.2%6.2%3.4%6.5%1.5%1.3%
Nov 202571%7.8%5.2%5.2%3.5%4.2%1.6%1.4%
Dec 202575.1%6.8%5.5%4.5%2.5%3.4%1.1%1.1%
Jan 202670.2%9.4%7.7%4.2%2.3%3.2%1.6%1.3%
Feb 202665.3%10.7%7.2%5.9%3.2%4.4%1.8%1.5%
Mar 202666.6%8.9%7.3%6%3.3%4.9%1.5%1.6%
Apr 202665.2%8.8%7.2%5.9%4.8%4.7%1.8%1.7%
May 202666.6%8.9%6%6%4%4.6%2.2%1.7%
Jun 202668.3%7.5%6.1%6.1%4.1%4.4%1.8%1.6%
Jul 202666.1%8.9%5.9%5.9%4%5.4%1.8%1.9%
Aug 202666.5%8.9%6%6%4%4.9%1.8%1.9%
Sep 202666.4%10.9%6%6%4%3.9%1.5%1.4%

How has the Agent Provocateur and Savage X Fenty comparison changed over the last 12 months?

3 findings

How did search popularity change for lingerie brands worldwide in September 2026?

2 changes

  1. In September 2026, Savage X Fenty gained share of searches among lingerie brands worldwide, from 8.9% to 10.9%.

  2. Estimated monthly branded searches for Agent Provocateur worldwide fell 18.3% over 12 measured months, from 301K to 246K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Agent Provocateur’s and Savage X Fenty’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.

Agent Provocateur

1 branded search term

  • agent provocateur

Savage X Fenty

1 branded search term

  • savage x fenty

How the Brand Demand Index is measured

Other head-to-heads among lingerie brands

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