Brandwave

Loro Piana vs Saint Laurent:Which is more popular?

In September 2026, Loro Piana had more branded searches than Saint Laurent among luxury fashion houses worldwide. Loro Piana had about 1.5 million branded searches, while Saint Laurent had 1 million. Loro Piana made up 5.1% of all luxury fashion house searches we track, and Saint Laurent accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about luxury fashion houses, Saint Laurent appeared in all five answers and Loro Piana in three. Saint Laurent was mentioned before Loro Piana in every answer.

Among luxury fashion houses worldwide in September 2026

Who do people search for more?

Loro Piana, about 50% more searches than Saint Laurent

Loro Piana 1.5M searchesSaint Laurent 1M searches

Who does AI mention more?

Saint Laurent, mentioned in every answer we collected

Saint Laurent in 5 of 5Loro Piana in 3 of 5

Who does AI recommend more?

Saint Laurent, named ahead of Loro Piana in every answer

Saint Laurent first in 5Loro Piana never first

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Top luxury fashion houses in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Saint Laurent 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. Saint Laurent 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.

  1. Chanel1st
  2. Hermès2nd
  3. Saint Laurent3rd
  4. Louis Vuitton4th
  5. Dior5th
  6. Bottega Veneta6th
  7. Prada7th
  8. Gucci8th
  9. Loro Piana9th
  10. The Row10th
  11. +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

+1 more

See every answer about luxury fashion houses

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Loro Piana or Saint Laurent more popular in search?

This chart shows how often people search Google for Loro Piana and Saint Laurent 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.

Loro Piana and Saint Laurent among luxury fashion houses worldwide, by month

Share of searches by month for Loro Piana, Saint Laurent. The figures are in the table below the chart.

View monthly share of searches table
MonthLouis VuittonChanelHermèsGucciPradaLoro PianaBottega VenetaSaint LaurentBrunello CucinelliDiorThe Row
Oct 202528.5%23.1%15.9%10.6%7.1%4.8%3.2%3.2%1.7%1.4%0.42%
Nov 202532.5%21%15.3%10.2%6.8%4.6%3.1%3.1%1.7%1.4%0.33%
Dec 202531.6%22.8%14.9%10%6.7%4.5%3%3%2%1.3%0.29%
Jan 202628.5%31.5%13%8.7%5.8%3.9%2.6%2.6%1.7%1.4%0.28%
Feb 202630.9%25%14.1%9.4%6.3%4.2%3.4%2.8%1.9%1.5%0.32%
Mar 202628.1%25%15.6%10.5%5.7%4.7%3.8%3.1%1.7%1.4%0.35%
Apr 202628.4%23%15.8%10.6%7.1%4.7%3.9%3.2%1.7%1.4%0.34%
May 202626.2%28.4%14.6%9.8%6.5%4.4%3.6%2.9%1.6%1.6%0.33%
Jun 202625.5%33.4%14.7%8%5.4%4.4%2.9%2.4%1.6%1.3%0.32%
Jul 202628.1%25.8%16.1%8.8%5.9%4.8%3.2%3.2%1.8%1.8%0.35%
Aug 202628.5%24.1%16.4%9%6%4.9%4%3.3%1.8%1.8%0.36%
Sep 202629.4%24.9%13.8%9.3%6.2%5.1%4.1%3.4%1.9%1.5%0.42%

How has the Loro Piana and Saint Laurent comparison changed over the last 12 months?

3 findings

How did search popularity change for luxury fashion houses worldwide in September 2026?

2 changes

  1. Saint Laurent’s share of searches among luxury fashion houses worldwide has gained ground for 3 months in a row, from 2.4% to 3.4% in September 2026.

  2. 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 Loro Piana’s and Saint Laurent’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.

Loro Piana

1 branded search term

  • loro piana

Saint Laurent

1 branded search term

  • saint laurent

How the Brand Demand Index is measured

Other head-to-heads among luxury fashion houses

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