OTB Group, parent of Diesel, Jil Sander, Maison Margiela, Marni, and Viktor&Rolf, has partnered with Google Cloud to introduce an AI-powered virtual try-on experience for shoppers. The tool lets customers preview hyper-realistic simulations of garment fit and appearance, bridging digital browsing and the physical fitting room experience. The service launches first with Diesel and Jil Sander in the US and Europe, expanding later to Marni and Maison Margiela. OTB has designed the platform as a premium clienteling tool for advisers, with founder Renzo Rosso calling it “a strategic lever” for creativity and e-commerce growth.

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