Diesel parent OTB Group to leverage Google Cloud virtual try-on
The parent company of several premium and luxury brands will provide a seamless try-on experience using Google Cloud artificial intelligence technology.
OTB Group, parent of brands including Diesel, Jil Sander, Maison Margiela, Marni and Viktor&Rolf will launch a new clienteling tool using the Google Cloud virtual try-on API. The project will initially launch with Diesel and Jil Sander across the U.S. and Europe and will expand in the coming months to Marni and Maison Margiela, followed by a rollout to additional markets.
The initiative leverages the generative AI virtual try-on API on Google Cloud's Gemini Enterprise Agent Platform, which enables customers to visualize exactly how specific items will look and fit on them with the assistance of store associates.
OTB Group designed this service as a premium clienteling tool enabling associates to share curated visual previews offering a 360-degree view of the product with select customers. Google Cloud solutions including the Gemini agentic AI platform and models will underpin the solution, tailored to the specific needs of different markets and brands.
"I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity,” said 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 personalized. 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."
Beyond virtual fitting, customers can also use AI image editing built with Google's Nano Banana platform to place themselves within Diesel's and Jil Sander's campaigns or fashion events and also turn those images into video generated by Google's Veo video creation large language model.
Department store retailer Macy’s Inc. is also offering virtual apparel try-on with help from Google Gemini. Macy’s recently launched a conversational AI shopping chatbot known as “Ask Macy’s,” which helps customers perform tasks such as product discovery and receiving personalized recommendations, as well as virtual apparel try-on.
[READ MORE: Macy’s unveils Google Gemini-based AI shopping assistant]
"Technology is at its best when it solves real-world challenges for the customer," said Matt Renner, president and chief revenue officer, Google Cloud. "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 is an international fashion group that owns the brands Diesel, Jil Sander, Maison Margiela, Marni and Viktor&Rolf. The company, whose name is an acronym for “Only The Brave,” also controls the companies Staff International and Brave Kid and holds a stake in the American brand Amiri.
