GUESS | TryOn Studio AI
In contemporary fashion marketing, speed of production and customization have become crucial. More and more brands are exploring generative AI and virtual try-on technologies to create realistic visual content without the limitations of traditional photography. This is the context for the project developed for Guess, which uses TryOn technology to digitally simulate how a garment might be worn by an AI-generated model.
The result is a perfect combination of brand elegance, visual quality, and technological innovation: thanks to this collaboration, Guess can generate realistic digital content in record time, expand the range of products visible online, and offer customers an immersive and personalized shopping experience. With Loto at the brand’s side, the project is not just a technological demonstration, but a true example of leadership in digital fashion.
The platform
The TryOn platform developed for Guess and created with the support of Loto Studio allows you to quickly create content for e-commerce and fashion marketing through generative AI technologies, thanks also to an explanatory and functional UI.
The process is simple: generate an AI model, upload the garment, select the background, and the platform automatically produces the final image with the garment realistically worn.
A system designed to make the production of digital fashion content faster, more scalable, and consistent with the brand’s visual identity.
- Generation of brand-consistent AI digital model
- Loading and fitting the garment
- Choice of background and setting
- Rapid production of digital content for e-commerce and marketing
Workflow
1. Generate or import your model.
2. Decide what outfit he will wear
3. Preview and decide how to proceed
4. Bring your collection to life
The creative and technological process
Digital model creation
The starting point is the creation of the digital model. Artificial intelligence-based generation systems create a figure consistent with the brand’s visual language: posture, proportions, light direction, and image mood are controlled to achieve a result usable in fashion communication contexts. This phase is crucial because the algorithm must be able to analyze the body structure and identify elements such as joints, pose orientation, and framing perspective.
Artificial intelligence studies clothing
aAt the same time, the garment to be fitted to the model is prepared. The product image is isolated and preprocessed so that the system can recognize the garment’s structure. During this phase, the artificial intelligence identifies components such as sleeves, collar, waistband, or shoulder line, essential elements for understanding how the fabric should behave when worn.
Fitting phase
Once the two main elements have been acquired, the system enters the virtual fitting processing phase.
This is where AI algorithms come into play, combining body data with garment data to digitally reconstruct how the garment fits the figure. This isn’t just a simple graphical application, but a true visual simulation that recreates fabric deformations, tensions in contact areas, and the natural flow of the material along the body.
The final phase
The final stage of the pipeline involves refining and integrating the final image. The system harmonizes textures, lighting, and color grading to ensure the garment and body belong to the same visual scene. The result is a photorealistic visual ready for use in e-commerce content, digital campaigns, and social media.
This type of workflow allows brands to produce content with a speed and scalability that’s difficult to achieve with traditional photography. Once the digital model and basic scene are defined, numerous different garments can be quickly applied while maintaining aesthetic consistency and visual quality.
Virtual try-on is a technology that allows you to digitally apply an item of clothing to a person or a virtual model.
Through generative AI, the system is able to:
- recognize the structure of the body
- adapt the head to the movement and pose
- simulate folds, fabrics and lighting
For fashion brands, this means being able to produce marketing content in an extremely scalable way, while maintaining a high level of visual realism.
Why choose Loto Studio
Loto Studio combines generative AI, CGI, and fashion visualization to create realistic and scalable digital content. Thanks to an optimized pipeline, the team transforms AI models and clothing into photorealistic images, ready for e-commerce, social media, and marketing campaigns. This approach ensures high visual quality, rapid production, and consistency with brand identity, making the studio the ideal partner for global fashion brands like Guess.
The project developed together with Guess demonstrates how AI, virtual try-on, and digital fashion are redefining the way brands create content and communicate online.
To find out how Loto Studio can transform AI visualization and digital fashion technologies into practical tools for marketing and e-commerce, visit our website and discover our projects.
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