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Luxury Fashion Has a Reddit Problem

Reddit, the platform that fashion brands have mostly ignored (and for good reason), is becoming a key source for how we learn about them in the A.I. era. Unfortunately, there may be no way to control the trolls.

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The implication of Reddit for brands is uncomfortable: A community they don’t manage, and presumably find largely appalling, has become a primary source for how A.I. bots describe their products. Photo: Edward Berthelot/Getty Images
Molly Rooyakkers
May 21, 2026

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Once a dingy bastion of snark pages, N.S.F.W. tags, and conspiracy theories, Reddit has somewhat surprisingly become a genuinely important platform for fashion brands. Not necessarily because of the fan communities, per se, but due to the frequency with which Google and A.I. chatbots, like ChatGPT and Claude, scrape their collective wisdom. One recent study found that Reddit was the most cited source for A.I. responses on Gemini and Perplexity, and the second-most-cited source on ChatGPT after Wikipedia.

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