OTB Group Brings Google Cloud Virtual Try-On to Luxury

OTB Group has partnered with Google Cloud to introduce a personalised shopping experience built on the Virtual Try-On API.

The luxury group, which is parent to Diesel, Jil Sander, Maison Margiela, Marni and Viktor&Rolf, is blending digital discovery with boutique-grade clienteling across key markets.

The initiative forms part of OTB Group’s wider innovation strategy, combining AI with elevated client engagement and modern luxury storytelling.

Renzo Rosso, Chairman and Founder of OTB Group, says: “I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity. In this context, artificial intelligence represents an extraordinary opportunity to make the customer experience more advanced, engaging and personalised.

“Together with Google Cloud, we have implemented a Virtual Try-On solution that introduces a new personalised shopping experience and provides our teams with more effective tools to deliver outstanding service and build closer relationships with clients.

“This project brings to life a vision I have been nurturing for over three years, made possible thanks to Google’s best-in-class expertise in AI.”

Gemini powers high-fidelity styling

At the core of the collaboration is Google Cloud’s Virtual Try-On API, built on the Gemini Enterprise Agent Platform.

It delivers highly realistic visualisations designed to show how garments fit and move on a shopper’s body while browsing digitally.

Client advisors can share curated, hyper-personalised previews that turn standard ecommerce browsing into an immersive, confidence-building experience.

Running on Google Cloud infrastructure and advanced Gemini models, the system is designed to scale across regions and brand identities.

Creative tools also play a role.

Nano Banana supports AI-driven image editing and Google’s Veo video generation model helps bring still visuals into motion for a richer experience.

Clienteling and omnichannel fashion

The rollout begins with Diesel and Jil Sander in the US and Europe before extending to Marni and Maison Margiela, with expansion planned across additional markets.

OTB Group positions the technology as a premium clienteling tool that strengthens relationships between advisors and customers through hyper-tailored interactions.

Matt Renner, President and Chief Revenue Officer at Google Cloud, says: “Technology is at its best when it solves real-world challenges for the customer. By integrating Google Cloud’s Virtual Try-On, OTB Group is pushing past standard transactions to provide client advisors with the AI tools needed to deliver deeply personal, confident shopping experiences at a global scale.”

Beyond virtual fitting, customers can experiment with AI image creation and place themselves within campaign visuals or fashion moments, encouraging digital exploration and in-store visits.

The collaboration aims to deliver:

• Personalisation at scale across brands and regions
• Higher purchase confidence and fewer returns through realistic previews
• Stronger omnichannel engagement that links digital journeys with store relationships
• A scalable platform foundation for rapid rollout and brand customisation.

With plans to extend these capabilities across its full brand portfolio, OTB Group is laying the groundwork for a scalable model of luxury retail innovation that connects technology, creativity and customer experience in a more seamless way.