Google Cloud Virtual Try-On Revolutionises Luxury Fashion

Imagine online shopping without the fuss of long waits to try on new pieces only to find that the style falls flat when worn. 

Bringing this into reality is the new partnership between Luxury giant OTB Group and Google Cloud as it introduces a new personalised shopping experience powered by the Virtual Try-On API. 

OTB Group is the parent company of brands like Diesel, Jil Sander, Maison Margiela, Marni and Viktor&Rolf. 

Blending digital discovery with in-store intimacy, this shows how luxury fashion brands are using AI to blend starting with rollouts across the US and Europe.

“I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity,” says Renzo Rosso, Chairman and Founder of OTB Group.

“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." 

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

High-fidelity virtual styling with by Gemini AI

The star of the project is Google Cloud’s Virtual Try-On API, built on the Gemini Enterprise Agent Platform. 

Bringing highly realistic visualisations that allow customers to see how garments fit and move on their own body with striking accuracy, making the physical fitting room unnecessary, while browsing digitally. 

The tool thereby enables client advisors to share curated, hyper-personalised previews with shoppers, turning boring digital shopping into an immersive experience while supporting a more confident purchase journey.

The system is underpinned by Google Cloud infrastructure and advanced Gemini models, allowing it to scale across different markets and brand identities.

Creative tools also play a big part with Nano Banana used for AI-driven image editing and Veo, Google’s video generation model helps bring still visuals into motion for a richer experience.  

Transforming clienteling and omnichannel fashion

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

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

“Technology is at its best when it solves real-world challenges for the customer,” says Matt Renner, President and Chief Revenue Officer at Google Cloud. 

“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.”

Beyond virtual fitting, customers can experiment with AI image creation and place themselves within campaign visuals or fashion moments, adding a new layer of engagement that encourages both digital exploration and in-store visits.

The integration of virtual try-ons, creative AI tools and intelligent clienteling signals a future where fashion discovery is more interactive and tailored than ever before.

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.