By Martino Carrera
Publication Date: 2026-05-06 21:30:00
MILAN — OTB, the Italian fashion group parent to brands including Diesel, Jil Sander, Marni and Maison Margiela, is teaming with Google Cloud to enhance the shopping experience via an AI-backed virtual try-on solution.
Kicking off this month for Diesel and Jil Sander across the U.S. and European markets, the technology was envisioned to foster clienteling and strengthen the relationship with key customers.
In an attempt to bridge the physical and digital shopping experiences, sales associates will be able to leverage the technology for remote touch bases with their clients, sharing hyperrealistic, 360-degree visual previews of selected products, which clients can try on virtually. The tool is expected to trigger customers to book in-store visits.
OTB said it plans to extend the service to Marni and Maison Margiela in the coming months, and roll it out in additional markets.
“I have always believed in technology as a strategic lever to enhance…
