Fashion / article
Renzo Rosso: Artificial Intelligence Is a Stimulus for Fashion Competitiveness
OTB Group founder Renzo Rosso advocates for AI as a driver of growth and competitiveness in fashion, while emphasizing a local sourcing strategy within 20 kilometres of headquarters.
Renzo Rosso, chairman and founder of OTB Group, described artificial intelligence as a stimulus rather than a threat during a June 30 briefing at the company's headquarters in Noventa Vicentina, Italy. Joined by Mauro Marcos Fabbri, head of research and development at Staff International, Rosso stressed that AI is essential for unlocking competitiveness and driving development in the fashion industry.
OTB's production arm, Staff International, operates under a strategy that sources materials and workmanship within a 20-kilometre radius of its base. This hyperlocal approach is coupled with a strong embrace of technology, which Rosso called 'the engine of development.' The company reported a turnover of 1.7 billion euros in 2025.
Staff International manages production and logistics for several OTB brands, including Maison Margiela, Marni, Jil Sander, and Diesel's footwear, bags, and small leather goods. It also holds an exclusive worldwide licensing agreement for Dsquared2. OTB has a history of acquiring foreign brands, such as taking a 51 percent stake in Viktor & Rolf in 2008, now fully controlled.
Rosso's remarks align with broader industry sentiment, echoed the previous day in Milan by the leadership of Confindustria Moda during its general assembly. The fashion sector increasingly views AI and innovation as critical to maintaining competitiveness, alongside the enduring value of 'Made in Italy' craftsmanship.