OTB Group, the fashion conglomerate behind Diesel, Jil Sander, Maison Margiela, Marni, and Viktor&Rolf, has launched a personalized shopping experience powered by Google Cloud's Virtual Try-On API. The initiative is designed as a premium clienteling tool for client advisors, not a direct-to-consumer app. It will initially roll out with Diesel and Jil Sander in the United States and Europe, then expand to Marni and Maison Margiela, followed by additional markets.
What it does
The core technology is Google Cloud's Virtual Try-On, a generative AI API running on the Gemini Enterprise Agent Platform. Client advisors can use it to generate hyper-realistic visual previews of how specific items will look and fit on individual customers. The system provides a 360-degree view of the product, bridging the gap between digital browsing and the physical fitting room. OTB Group designed the service to transform standard interactions into highly customized experiences at scale, combining human expertise with machine learning-driven insights.
Beyond virtual fitting, the platform includes AI image editing built with Google's Nano Banana. Customers can place themselves into Diesel's and Jil Sander's latest campaigns or fashion events. Those images can then be brought to life using Veo, Google's video generation LLM. The goal is to encourage in-store appointments, driving omnichannel engagement.
Underlying infrastructure
Google Cloud's portfolio of AI products underpins the solution, including infrastructure, the Gemini Enterprise Agent Platform, and Gemini models. OTB Group plans to extend these capabilities across its portfolio, tailoring them to the specific needs of different markets and brands. The project has been in development for over three years, according to OTB Group Chairman and Founder Renzo Rosso.
Tradeoffs
The service is explicitly a premium clienteling tool, not a mass-market feature. It is designed for client advisors to share curated previews with selected customers, not for open self-service use. This limits its immediate reach but aligns with OTB Group's strategy of using AI to enhance human talent rather than replace it. The reliance on Google Cloud's proprietary APIs (Virtual Try-On, Nano Banana, Veo) means OTB Group is locked into Google's ecosystem for these capabilities.
When to use it
This is relevant for retailers exploring AI-driven personalization at scale, particularly those with a strong clienteling model. The integration demonstrates how generative AI can be used to create high-fidelity product visualizations that drive in-store traffic. For brands considering similar implementations, the key takeaway is the focus on advisor-facing tools rather than consumer-facing apps, which may offer more control over the customer experience.
Bottom line
OTB Group's deployment of Google Cloud's Virtual Try-On is a practical example of AI being used to augment retail staff rather than automate them away. The technology is live now for Diesel and Jil Sander in the US and Europe, with a phased rollout to other brands and markets. The success of the initiative will depend on whether the hyper-personalized previews actually convert to in-store appointments and sales.