Agent Provocateur vs Victoria's Secret:Which is more popular?
In September 2026, Agent Provocateur had more branded searches than Victoria's Secret among lingerie brands worldwide. Agent Provocateur had about 246,000 branded searches, while Victoria's Secret had 165,000. Agent Provocateur made up 6% of all lingerie brand searches we track, and Victoria's Secret accounted for 4%. When we asked ChatGPT and Google AI Overviews about lingerie brands, Agent Provocateur appeared in three of the five answers and Victoria's Secret in two. Agent Provocateur was mentioned before Victoria's Secret in every answer.
Who do people search for more?
Agent Provocateur, about 49% more searches than Victoria's Secret
Who does AI mention more?
Agent Provocateur, mentioned in 3 of 5 answers, Victoria's Secret in 2
Who does AI recommend more?
Agent Provocateur, named ahead of Victoria's Secret in every answer
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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. Victoria's Secret was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Agent Provocateur was listed before Victoria's Secret in every answer.
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.
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
Asked ChatGPT
“Which lingerie brand should I buy?”
Asked ChatGPT
“What are the best lingerie brands?”
Asked ChatGPT
“What's the best lingerie brand for everyday wear?”
Searched Google, AI Overview
“lingerie brands”
Searched Google, AI Overview
“bras and underwear”
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 Victoria's Secret more popular in search?
This chart shows how often people search Google for Agent Provocateur and Victoria's Secret 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.
Share of searches by month for Agent Provocateur, Victoria's Secret. The figures are in the table below the chart.
View monthly share of searches table
| Month | Intimissimi | Savage X Fenty | Agent Provocateur | Honey Birdette | Victoria's Secret | SKIMS | Bluebella | Aerie |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 68.7% | 6.2% | 6.2% | 6.2% | 3.4% | 6.5% | 1.5% | 1.3% |
| Nov 2025 | 71% | 7.8% | 5.2% | 5.2% | 3.5% | 4.2% | 1.6% | 1.4% |
| Dec 2025 | 75.1% | 6.8% | 5.5% | 4.5% | 2.5% | 3.4% | 1.1% | 1.1% |
| Jan 2026 | 70.2% | 9.4% | 7.7% | 4.2% | 2.3% | 3.2% | 1.6% | 1.3% |
| Feb 2026 | 65.3% | 10.7% | 7.2% | 5.9% | 3.2% | 4.4% | 1.8% | 1.5% |
| Mar 2026 | 66.6% | 8.9% | 7.3% | 6% | 3.3% | 4.9% | 1.5% | 1.6% |
| Apr 2026 | 65.2% | 8.8% | 7.2% | 5.9% | 4.8% | 4.7% | 1.8% | 1.7% |
| May 2026 | 66.6% | 8.9% | 6% | 6% | 4% | 4.6% | 2.2% | 1.7% |
| Jun 2026 | 68.3% | 7.5% | 6.1% | 6.1% | 4.1% | 4.4% | 1.8% | 1.6% |
| Jul 2026 | 66.1% | 8.9% | 5.9% | 5.9% | 4% | 5.4% | 1.8% | 1.9% |
| Aug 2026 | 66.5% | 8.9% | 6% | 6% | 4% | 4.9% | 1.8% | 1.9% |
| Sep 2026 | 66.4% | 10.9% | 6% | 6% | 4% | 3.9% | 1.5% | 1.4% |
How has the Agent Provocateur and Victoria's Secret comparison changed over the last 12 months?
3 findings
- Agent Provocateur was ahead of Victoria's Secret in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Agent Provocateur’s share of searches among lingerie brands worldwide moved from 6.2% to 6%, and its estimated monthly branded searches moved from 301K to 246K.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among lingerie brands worldwide moved from 3.4% to 4%, and its estimated monthly branded searches held steady at 165K.
How did search popularity change for lingerie brands worldwide in September 2026?
2 changes
In September 2026, Victoria's Secret rose from 6th to 5th among lingerie brands worldwide.
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 Victoria's Secret’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
Victoria's Secret
1 branded search term
- victorias secret
Other head-to-heads among lingerie brands
- Intimissimi vs Savage X Fenty: compare popularity
- Intimissimi vs Agent Provocateur: compare popularity
- Intimissimi vs Honey Birdette: compare popularity
- Intimissimi vs Victoria's Secret: compare popularity
- Savage X Fenty vs Agent Provocateur: compare popularity
- Savage X Fenty vs Honey Birdette: compare popularity
Put your own brand in this comparison
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