OTB's Renzo Rosso leads luxury AI vision with Google

OTB Group has entered a partnership with Google Cloud to deploy Virtual Try-On technology across its luxury fashion brands.

The Italian group owns Diesel, Jil Sander, Maison Margiela, Marni and Viktor & Rolf. The technology allows customers to see clothing items on digital representations of their own bodies before purchase.

The deployment marks a significant investment in AI-powered retail technology for the group, which has been developing its digital capabilities to compete with luxury rivals who have already adopted similar customer-facing tools.

Chairman backs three-year technology vision

Renzo Rosso, Chairman and Founder of OTB Group, says the deployment represents the fulfilment of a multi-year plan.

"I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity," says Rosso.

"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. I am confident this is the natural direction for the evolution of e-commerce and clienteling, and a key driver of growth for the future of the fashion industry."

According to OTB Group, the technology forms part of a wider innovation strategy that combines AI with client engagement. The group has prioritised customer-facing applications over back-office automation, reflecting Renzo's belief that technology should enhance rather than replace human interaction in luxury retail.

The rollout will begin with Diesel and Jil Sander in the US and Europe. Marni and Maison Margiela will follow, with additional markets planned. The phased approach allows OTB to refine the technology based on customer feedback before expanding to its full portfolio.

Virtual Try-On uses Gemini platform

The Virtual Try-On API is built on Google Cloud's Gemini Enterprise Agent Platform.

The system creates visualisations that show how garments fit and move on individual body types. Client advisors can share curated previews with customers through the platform.

Google Cloud infrastructure and Gemini models support the technology. Additional tools include Nano Banana for image editing and Veo, a video generation model that animates still images. These components work together to create realistic representations that account for fabric drape, body movement and garment construction.

Matt Renner, President and Chief Revenue Officer at Google Cloud, says the collaboration extends beyond task automation.

"Technology is at its best when it solves real-world challenges for the customer," says Renner. "This collaboration demonstrates how Google Cloud's AI can elevate the role of the retail team beyond automating tasks.

"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."

OTB Group positions the technology as a premium clienteling tool for its retail teams.

The system allows advisors to create tailored interactions with customers. Shoppers can experiment with AI image creation and place themselves within campaign visuals.

According to OTB Group, the combination of virtual try-ons and creative AI tools could support both digital exploration and physical store visits.

The company plans to extend these capabilities across its full brand portfolio, with the technology expected to influence how customers discover and purchase luxury fashion across both online and physical channels.