AI Desirability Index for Fashion
Five AI models, ten luxury fashion Maisons, 2,400 responses. The strongest pattern is timing: in 82 mentions, the models name a creative director who has already left.
The AI Desirability Index reads how five AI models perceive, surface, and narrate the great luxury Maisons, across two distinct axes: AI Presence, how reliably a Maison surfaces, and Cultural Desirability, how the models value it once it does. The Fashion edition applies that method to ten Maisons, and adds a question the scores leave alone, whether the facts are current.
Across 2,400 responses on Claude, ChatGPT, Perplexity, Gemini and Google AI Overviews, the clearest signal is not about taste. It is about time. In 82 mentions, the models attribute a creative director the Maison no longer has, and those errors land on the Maisons whose direction changed most recently and most publicly. Bottega Veneta alone carries 33 of them, Dior 27.
The models are most fluent about the Maisons in transition, and most confidently wrong about them too.
The two axes rarely crown the same Maison. Hermès leads AI Presence; Chanel leads Cultural Desirability. A Maison can dominate the answer without owning the admiration, and another can hold the admiration yet surface only when asked for by name. Heritage, meanwhile, reads as a function of time: the youngest Maisons register at or near zero, and the one exception, Bottega Veneta, earns a mega-Maison heritage score on craft reputation alone.
The director-staleness finding is evidentiary, traceable to its source response, and kept strictly separate from any desirability score. Every figure in the edition is reproducible from the underlying data.
Read the full Fashion edition, with the map, the six dimensions, the accuracy audit and the source-authority breakdown, and download the report.