OTB rolls out Google Cloud's Virtual Try-On across Diesel and Jil Sander as a clienteling tool; Hockerty adds VTO to its made-to-measure configurator to kill the bespoke leap of faith; Bezos, Zuckerberg and Meta buy Met Gala tables as Big Tech pays for cultural cache.
Google Photos turns your camera roll into an AI-generated wardrobe; the Bezos Earth Fund commits $34m to next-gen textile fibres from bacteria, gene-edited cotton, and spider-silk-inspired biopolymers; Victoria Beckham launches AI Twin try-on with DressX, claiming 10x conversion lift.
Clarks launches its first UK marketplace with 100+ brands including Nike and Adidas; Nike cuts 1,400 roles in its second layoff round of 2026, mostly in technology; Google Shopping enlists Stanley Tucci and Simone Ashley to push AI try-on into the mainstream.
Gucci faces heat for AI campaign imagery as Kate Barton bets on IBM-powered virtual try-on. Meanwhile, Croissant raises $28M to bake resale value into checkout.
True Fit launches an agentic AI fit assistant powered by 20 years of data; ASOS debuts hybrid virtual try-on with AIUTA, blending real photos and AI avatars; EU Court confirms fashion designs don’t need artistic originality to qualify for protection across the bloc.
Lane Crawford debuts an AI stylist with AiDLab; VoCoVo exposes growing UK unease over in-store AI surveillance; and Khaqh builds a material intelligence layer from textile waste.
Valentino faces backlash for “disturbing” AI visuals; Perplexity debuts rapid photo-based virtual try-on for realistic fit checks; and Lovable-backed Lumoo raises €550K to scale its VTO platform - three snapshots of how AI is reshaping fashion’s creative and commercial stack.
Shopify now lets shoppers buy directly inside ChatGPT conversations; DressX launches Agent, an AI try-on and styling platform dubbed “the ChatGPT for fashion”; and a fashion editor test-drives Ralph Lauren’s Ask Ralph AI.
Hugo Boss 3D prints a loafer with Zellerfeld, Google expands AI virtual try-on, SpreeAI hits $1.5bn valuation
