Diane von Furstenberg ranked first when it came to AI-generated conversations (Chat GPT, Claude, Gemini and Perplexity) during New York Fashion Week, according to Launchmetrics.
AIV is Launchmetrics’ newest metric that measures how brands are being surfaced and discussed by AI models.
With a 9.9 percent share of AIV, DVF was followed by Ralph Lauren (7.5), Proenza Schouler (7.1), Tory Burch (5.8), Coach (5.7), Khaite (5.4), Calvin Klein Collection (5.1), Thom Browne (4), Conner Ives (3.9), and Tommy Hilfiger (3.8).
With AIV, Launchmetrics is able to measure the full spectrum of visibility, where previously Media Impact Value has been applied to capture earned media for nearly a decade across print, online and social. AIV now captures how that same brand narrative is being picked in AI-generated answers.
According to Launchmetrics, consumers are increasingly turning to AI assistants rather than search engines for brand search and discovery. Because of this, AI has become a key discovery battleground and a black box for most brand executives. Brands want to know if, how and where their narrative is resurfacing in these tools. And, is their brand reaching consumers through AI search effectively?
The data covered the seven days of NYFW spring 2027 shows.
According to Launchmetrics, the ranking underscores a mix of established heritage houses and buzzier, newer names, signaling that AI models are picking up on brand narratives across both legacy market presence and cultural momentum.
The top 10 brands stayed unchanged throughout the week and have only swapped places with each other, rather than with brands outside the top 10, the findings showed.
Of the top three, Proenza Schouler is the only brand that AI resurfaces the majority of the content on critic reviews (at 22 percent of AI coverage), ahead of everything else.
AI models tend to pick up on young designers before the press does, Launchmetrics said. That is because AI visibility (AIV) and traditional media coverage (MIV) reward different things. The press asks, “What’s newsworthy right now?’ while AI models favor what lasts over what’s loud. For example, a story like the CFDA/Vogue Fashion Fund list gets published once and stays searchable online indefinitely, while press coverage spikes for a couple of days then fades, so the lasting list ends up outweighing the short-lived news.
According to Launchmetrics, traditional press favors brands with PR budgets and ad spend. AI models don’t work that way. A brand can lack both and still show up prominently in AI answers, as long as it has the kind of citeable facts (ie., category firsts, top lists/recognitions) models like to reference in addition to sustained editorial coverage that support a strong, authoritative brand narrative.
As far as the top five sources shaping AIV for NYFW, the list ranks Vogue U.S., CFDA, Wallpaper, Fashion Times and WWD.
As for DVF’s first-place position, Launchmetrics said it signals that the brand narrative is resonating within AI-generated conversational tools at a higher rate than earned media alone is driving. DVF topped the AIV ranking, holding the top spot all week, and the coverage wasn’t focused on the collection itself, with only 7.5 percent of AI mentions referencing collection reviews. Up to 70 percent of mentions were focused on the brand’s comeback, highlighting their debut collection under new creative director Henry Zankov, while 32 percent of mentions referenced pop-culture moments like the iconic wrap dress.
“What’s striking is just how tight the competition is behind Diane von Furstenberg; the gap across the rest of the top 10 is razor-thin, so this is a much wider field of winners than the numbers might suggest at first glance. And the best part is brands don’t have to guess where they stand, it’s all sitting right there on the fashion week visibility Index,” said, Alison Bringé, chief marketing officer of Launchmetrics.
At its core, AIV is a 0 to 100 index that measures how a brand is presented in the answers AI assistants give consumers. It reads AI-generated answers the way Launchmetrics has read print, online and social media for over a decade, and reports a brand’s standing per engine (ChatGPT, Claude, Gemini and Perplexity), per market against its competitors. AIV scores every answer against four dimensions: how often a brand appears, how substantively it is treated when it does, how favorable it is presented and where it sits among the brands named alongside it.
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