Hermès vs Loro Piana:Which is more popular?
In September 2026, Hermès had more branded searches than Loro Piana among luxury fashion houses worldwide. Hermès had about 4.1 million branded searches, while Loro Piana had 1.5 million. Hermès made up 13.8% of all luxury fashion house searches we track, and Loro Piana accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about luxury fashion houses, Hermès appeared in all five answers and Loro Piana in three. Hermès was mentioned before Loro Piana in every answer.
Who do people search for more?
Hermès, about 3 searches for every 1 for Loro Piana
Who does AI mention more?
Hermès, mentioned in every answer we collected
Who does AI recommend more?
Hermès, named ahead of Loro Piana in every answer
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Top luxury fashion houses in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hermès appeared in all five answers. Loro Piana was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Hermès was listed before Loro Piana in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Chanel1st- Hermès2nd
Saint Laurent3rd
Louis Vuitton4th
Dior5th
Bottega Veneta6th
Prada7th
Gucci8th
Loro Piana9th
The Row10th- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Chanel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Hermès5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Saint Laurent5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bottega Veneta4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dior4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Louis Vuitton3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Gucci3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Prada3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Loro Piana3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The Row3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about luxury fashion houses
5 answers
Asked ChatGPT
“Which luxury fashion house should I buy?”
Asked ChatGPT
“What are the best luxury fashion houses?”
Asked ChatGPT
“What's the best luxury fashion house for designer clothing?”
Searched Google, AI Overview
“luxury fashion houses”
Searched Google, AI Overview
“luxury clothing brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Hermès or Loro Piana more popular in search?
This chart shows how often people search Google for Hermès and Loro Piana by name. Each line represents a brand's share of searches for all 11 luxury fashion houses we track, month by month, from English-language searches worldwide.
Share of searches by month for Hermès, Loro Piana. The figures are in the table below the chart.
View monthly share of searches table
| Month | Louis Vuitton | Chanel | Hermès | Gucci | Prada | Loro Piana | Bottega Veneta | Saint Laurent | Brunello Cucinelli | Dior | The Row |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.5% | 23.1% | 15.9% | 10.6% | 7.1% | 4.8% | 3.2% | 3.2% | 1.7% | 1.4% | 0.42% |
| Nov 2025 | 32.5% | 21% | 15.3% | 10.2% | 6.8% | 4.6% | 3.1% | 3.1% | 1.7% | 1.4% | 0.33% |
| Dec 2025 | 31.6% | 22.8% | 14.9% | 10% | 6.7% | 4.5% | 3% | 3% | 2% | 1.3% | 0.29% |
| Jan 2026 | 28.5% | 31.5% | 13% | 8.7% | 5.8% | 3.9% | 2.6% | 2.6% | 1.7% | 1.4% | 0.28% |
| Feb 2026 | 30.9% | 25% | 14.1% | 9.4% | 6.3% | 4.2% | 3.4% | 2.8% | 1.9% | 1.5% | 0.32% |
| Mar 2026 | 28.1% | 25% | 15.6% | 10.5% | 5.7% | 4.7% | 3.8% | 3.1% | 1.7% | 1.4% | 0.35% |
| Apr 2026 | 28.4% | 23% | 15.8% | 10.6% | 7.1% | 4.7% | 3.9% | 3.2% | 1.7% | 1.4% | 0.34% |
| May 2026 | 26.2% | 28.4% | 14.6% | 9.8% | 6.5% | 4.4% | 3.6% | 2.9% | 1.6% | 1.6% | 0.33% |
| Jun 2026 | 25.5% | 33.4% | 14.7% | 8% | 5.4% | 4.4% | 2.9% | 2.4% | 1.6% | 1.3% | 0.32% |
| Jul 2026 | 28.1% | 25.8% | 16.1% | 8.8% | 5.9% | 4.8% | 3.2% | 3.2% | 1.8% | 1.8% | 0.35% |
| Aug 2026 | 28.5% | 24.1% | 16.4% | 9% | 6% | 4.9% | 4% | 3.3% | 1.8% | 1.8% | 0.36% |
| Sep 2026 | 29.4% | 24.9% | 13.8% | 9.3% | 6.2% | 5.1% | 4.1% | 3.4% | 1.9% | 1.5% | 0.42% |
How has the Hermès and Loro Piana comparison changed over the last 12 months?
3 findings
- Hermès was ahead of Loro Piana in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hermès’ share of searches among luxury fashion houses worldwide moved from 15.9% to 13.8%, and its estimated monthly branded searches moved from 5M to 4.1M.
- Across the 12 months ending September 2026, Loro Piana’s share of searches among luxury fashion houses worldwide moved from 4.8% to 5.1%, and its estimated monthly branded searches held steady at 1.5M.
How did search popularity change for luxury fashion houses worldwide in September 2026?
2 changes
In September 2026, Hermès lost share of searches among luxury fashion houses worldwide, from 16.4% to 13.8%.
Loro Piana’s share of searches among luxury fashion houses worldwide has gained ground for 3 months in a row, from 4.4% to 5.1% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hermès’ 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.
Hermès
1 branded search term
- hermes
Loro Piana
1 branded search term
- loro piana
Other head-to-heads among luxury fashion houses
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