Max Fashion Launches AI Virtual Try-On with Google

Landmark Group’s leading value fashion brand introduces one of the region’s first generative AI-powered virtual try-on experiences, enhancing customer confidence and setting a new benchmark for digital retail innovation.

Dubai, UAE — 10 June 2026: Max Fashion, one of the Middle East’s largest value fashion brands and part of the Landmark Group, has announced a strategic collaboration with Google Cloud to launch an AI-powered Virtual Try-On experience, designed to help customers shop online with greater confidence, convenience and personalisation.
The new experience, now launching in the UAE, uses Google Cloud’s advanced Virtual Try-On API and generative AI capabilities to allow customers to visualise how selected fashion items may look on different body types. The feature is designed to address one of the most persistent challenges in online fashion retail: uncertainty around fit, appearance and styling before purchase.

The launch marks an important step in Max’s digital transformation journey and reinforces Landmark Group’s commitment to building more seamless, technology-enabled retail experiences across its brands. Following the UAE launch, the solution is expected to be rolled out in phases across key markets.

By integrating Google Cloud’s AI infrastructure into its digital platforms, Max aims to bring the online shopping experience closer to the confidence and reassurance of an in-store fitting room. Customers will be able to view more realistic representations of garments, supporting more informed purchase decisions and creating a more engaging digital fashion journey.

Commenting on the launch, Hani Weiss, Chief Executive Officer of Max Fashion, said: “Fashion retail is evolving quickly, and customers today expect digital experiences that are not only convenient, but also intelligent, personal and useful. The launch of Virtual Try-On with Google Cloud is a major step forward in how we serve our customers online. It helps address real purchase barriers, particularly around fit and confidence, while allowing us to create a richer and more engaging shopping journey. At Max, our ambition is to make fashion more accessible, and this collaboration allows us to extend that promise through technology.”

Virtual Try-On fundamentally collapses the gap between our online and in-store experience,” added Bala Subramaniam, Senior Vice President & Head of Omnichannel, Max. “For the first time, a customer browsing on their phone has the same confidence as one standing in our fitting room. That is what true omnichannel means, and this is what it looks like at scale."

A Blueprint for the Future of Retail Technology

The collaboration also reflects the growing role of artificial intelligence in reshaping the future of retail in the region. As customers increasingly move between physical stores, mobile apps and online platforms, retailers are investing in technologies that connect these touchpoints more effectively and deliver more personalised experiences at scale.
"Technology is at its most potent when it transforms consumer behavior and unlocks tangible business value," said Ziad Jammal, General Manager, Google Cloud UAE, Levant, and North Africa. "This collaboration demonstrates how Google Cloud’s generative AI can elevate the consumer journey far beyond standard transactions. By integrating our Virtual Try-On API, Max is disrupting the traditional retail parameters in the MENA region, proving that AI-driven personalization is no longer a luxury, it is a core business imperative for forward-thinking retailers."

The launch will be supported by a joint communications and co-marketing campaign, including regional media engagement to showcase the technology and its potential impact on the future of online fashion retail.

With this rollout, Max is strengthening its position as a digital innovator in value fashion, combining scale, customer insight and advanced technology to deliver a smarter, more confident and more personalised shopping experience.

About Max

Launched in the UAE in 2004, Max (https://www.maxfashion.com/) is the largest and most trusted value fashion brand in the Middle East, North Africa, Southeast Asia & India, With more than 830 stores across 16 countries and an online shopping portal across the region. Catering to the mid-market segment, Max retails its own private label clothing for women, men and children along with footwear, home and accessories. Max derives its success through its value pricing, clarity in merchandise presentation, market positioning and aggressive market penetration. Max is part of the Landmark Group, one of the largest retail conglomerates in the region (https://www.landmarkgroup.com/).

About Landmark Group

Founded in 1973 in Bahrain, and headquartered in the UAE since 1990, Landmark Group has evolved into one of the region’s largest and most successful omnichannel retail and hospitality conglomerates, with a presence in more than 15 countries across the Middle East, Africa, and Asia.

The Group owns and operates 21 established homegrown brands across over 2,500 outlets, encompassing a gross leasable area of 33 million square feet, in addition to multiple ecommerce platforms, generating over US$ 7bn in annual revenue.

Landmark Group’s sustained growth is driven by its diverse retail portfolio of homegrown brands, offering a comprehensive range of products across fashion, home, groceries, and electronics. These include Centrepoint, Max Fashion, Home Centre, Babyshop, Splash, Shoemart, Lifestyle, Viva, Emax, Home Box, Styli, Shoexpress, Spar, and Easybuy.

Beyond retail, the Group has also diversified into leisure, fitness, and hospitality with leading concepts such as Fitness First, Citymax Hotels, Fun City, Fun Ville, Zafran, and Carluccio’s.

The Group’s operational excellence is supported by unparalleled logistics capabilities; most notably Omega Logistics, the MENA region's largest privately-owned distribution hub, and Logistiq, its state-of-the-art third-party logistics provider.

Landmark Group places a strong emphasis on delivering exceptional value, quality, and achieving customer satisfaction throughout all touchpoints. With a workforce of over 53,500 employees, the Group continues to be recognized as a Great Place to Work® (GPTW), a certification it has maintained since 2017.

For more information, visit Landmark Group’s website or follow it on LinkedIn, Facebook, and Instagram.