Brand performance cloud Launchmetrics has published its SS27 New York Fashion Week Insights report, measuring brand performance by Media Impact Value® (MIV®). It also uses a new metric, AI Visibility (AIV), which measures how brands appear in AI-generated answers across ChatGPT, Claude, Gemini and Perplexity.

New York Fashion Week SS27, which ran from 11 to 16 September 2026, generated a total of $463 million in MIV across 64,000 placements, with an average MIV of $7.1K. Social media drove 90% of the week’s total MIV, at $416 million. The USA was responsible for 60% of total MIV ($279.7 million), followed by the UK ($19 million), France ($16.4 million), the Philippines ($16 million) and Thailand ($12.4 million).

Voice mix

• Media – 50% of total MIV ($229.8 million), continuing to expand its share season over season
• Influencers – 28%
• Celebrities – 10%
• Owned Media – 7%
• Partners – 5%

Channel mix

• By share of social MIV: Instagram 55%, TikTok 14%, Facebook 12%, Online 10%, YouTube 4%, X 1% and Weibo 1%.
• By average MIV per placement: YouTube ranked first for content efficiency at $14K, followed by Instagram at $12K and TikTok at $8K.
• Carousels proved the most effective format for Fashion Week coverage, at an average of $123K MIV per post.

Top five voices by MIV

• Vogue US – $13.2M
• Calvin Klein WW – $8.6M
• Heart Evangelista – $7.6M
• InStyle US – $7.4M
• Mickey Blank – $6.9M

Top celebrities by MIV

APAC talent generated $19.2 million, or 42% of celebrity MIV, close behind the Americas at 48%.

• Heart Evangelista (@iamhearte) – $7.6M
• Paris Hilton (@parishilton) – $2.5M
• Jung Hae-In (@holyhaein) – $2.3M
• Lingling Kwong (@linglingkwong) – $1.9M
• Love Pattranite (@loverruk) – $1M

Top influencers by MIV

82% of influencer-driven MIV came from the Americas.

• Mickey Blank (@mickmicknyc) – $6.9M
• Kay and Tay Dudley (@kayandtayofficial) – $2.2M
• Kat Clark (@kat_clark_) – $1.76M
• Kristy Sarah (@kristy.sarah) – $1.71M
• Demitra Kalogeras (@demitrakalogeras) – $1.6M

Top 20 brands by total MIV

AI Visibility (AIV)

• Diane von Furstenberg topped the AIV brand rankings, holding the top spot every day of NYFW and closing the week with a 9.9 AIV score. Only 7.5% of AI mentions referenced collection reviews. Around 70% focused on the brand’s comeback, from its debut collection to the arrival of new creative director Henry Zankov, and a further 32% referenced pop-culture moments such as the iconic wrap dress.
• Proenza Schouler ranked second in AIV. It was the only top AIV brand where critic reviews made up the largest share of AI coverage (22%), as Rachel Scott’s second collection for the house was judged on the clothes. Its MIV split almost evenly between social ($2.7 million) and online ($2.3 million), with the Media Voice driving 84% of the total.
• The top sources by share of AIV were Vogue US (37.9%), CFDA (29.5%), Wallpaper (4.6%), Fashion Time US (2.6%) and WWD (2%).
• Gartner predicts PR budgets will double by 2027 as brands compete to shape their presence within AI-generated answers.

Brand spotlight: Tommy Hilfiger

• Tommy Hilfiger topped NYFW with $58 million in MIV across 5,500 placements. Rather than relying on one A-list roster, it built a multi-market ensemble of talent: Korea (Hyoyeon $672K, Young K $376K, Yuri $353K, Sooyoung $328K), Italy (Biondo $432K), Colombia (Carlos Torres $334K), Brazil (Jade Picon $311K), Germany (Damian Hardung $293K) and the US (Victoria Justice $706K).
• Nearly 90% of its MIV came from social media, including $35 million from the Media Voice. The brand’s own channels were its top single voice, generating $6.2 million, or 11% of its total MIV.

Brand spotlight: Sabyasachi

• Returning to New York for the first time in nearly 20 years, Sabyasachi generated $5.3 million in MIV with its Bengal Byzantine Broadway collection, which also debuted the house’s High Jewellery collaboration with The Met.
• Owned media drove $2.5 million and media drove $2.2 million. Each owned post averaged $28.6K, almost double the NYFW owned average of $15.3K, and Instagram accounted for 68% of the brand’s value.

For more information and to download the full report, visit launchmetrics.com.