AWS Summit Madrid 2025: Official launch of MyOutfits, a revolution for fashion

On June 11th, MyOutfits was officially presented at AWS Summit Madrid 2025 to an audience of over 400 technology and fashion industry professionals. The talk "AI in Fashion: Visual Production Revolution. Pleasepoint Case Study" marked a historic milestone for our platform and demonstrated the transformative power of artificial intelligence applied to the fashion industry.

This is the content of this post:

• Acknowledgments to those who made this historic moment possible.
• The generative AI revolution for images: foundations and challenges.
• Pleasepoint: Evolution towards generative AI applied to eCommerce.
• MyOutfits: Redefining what's possible in digital fashion.
• Demo: Technology in action.
• Technical challenges overcome: The engineering behind the magic.
• Enterprise architecture: scalability and performance.
• A revolution that's just beginning.

This event has consolidated the strategic alliance between Pleasepoint, Morillas and Amazon Web Services, demonstrating that when the most advanced technology meets creative vision and business expertise, truly revolutionary solutions are born.

Acknowledgments to those who made this historic moment possible

We want to express our sincere gratitude to everyone who made the success of this presentation possible. First, to Sergio Garcés and Matías Battaglia from AWS, whose technical expertise and strategic vision have been fundamental in taking MyOutfits from initial concept to an enterprise platform ready to transform the industry.

Special recognition to Marc Morillas and Carles Maiz from Morillas, who from day one understood the disruptive potential of this technology and provided the creative and brand perspective necessary to create a solution that is not only technically advanced, but also intuitive and visionary for creative professionals.

Finally, our gratitude to the more than 400 attendees who filled the room and actively participated during the presentation and Q&A session. Your interest, feedback and enthusiasm confirm that MyOutfits responds to a real market need and is ready to lead the next era of visual production in fashion.

The generative AI revolution for images: foundations and challenges

The talk began with a technical introduction to the fundamentals of generative artificial intelligence applied to images. Sergio Garcés and Matías Battaglia from AWS explained the basic principles of diffusion models, the architectures that allow generating realistic images from textual descriptions.

Diffusion models: the technology that changes the rules

Diffusion models represent a qualitative leap in AI image generation. Unlike previous architectures, these models learn to create images through a "denoising" process or progressive noise removal, allowing them to generate high-quality and coherent visual content.

However, applying these models in production environments presents unique challenges that go beyond mere image generation:

Technical challenges for enterprise implementation

• Intensive VRAM consumption: Diffusion models require GPUs with large amounts of video memory, implying significant infrastructure costs.
• Production deployment time: Optimizing these models for commercial use requires advanced technical expertise and specific fine-tuning processes.
• Resource prediction: Fluctuating demand for image generation makes computational capacity planning complex.
• Dynamic scalability: Managing demand spikes without compromising performance or triggering operational costs.

Advanced strategies to overcome limitations

During the presentation, key strategies that have allowed MyOutfits to overcome these technical limitations were shared:

• Model optimization: Reducing model size without quality loss through compression and distillation techniques.
• Task modularization: Dividing the generation process into specialized components that can be optimized independently.
• Intelligent queue management: Algorithms that prioritize and optimize requests based on demand and resource availability.
• Multi-GPU architecture: Efficient distribution of computational load to maximize throughput.

Pleasepoint: Evolution towards generative AI applied to eCommerce

Pitu Sabadí, CEO of Pleasepoint, presented the company's evolution from its origins as a predictive marketing platform to becoming a pioneer in generative AI applied to eCommerce and CRM. This transformation represents the maturation of a technological vision that always bet on combining predictive artificial intelligence and adding generative capabilities.

The platform that unites two worlds of AI

Pleasepoint has developed a unique platform that integrates predictive and generative capabilities, allowing companies not only to better understand their customers, but also to create personalized content at scale:

• Predictive AI for CRM: Customer behavior analysis, advanced segmentation and purchase prediction.
• Generative AI for content: Automated generation of product descriptions, classifications and fashion visuals.
• Native integration: Both capabilities work synergistically to create hyper-personalized experiences.
• Unified use cases: From predicting which product to recommend to generating the perfect image for each customer.

Strategic partnership with AWS: the foundation of success

The presentation highlighted how the partnership with Amazon Web Services has been fundamental for the development of MyOutfits. Since 2023, when Pleasepoint was selected among the 20 most innovative startups in southern Europe by AWS, until the launch of MyOutfits in 2025, this alliance has enabled:

• Access to advanced computing infrastructure
• Specialized AI and machine learning services
• Global scalability from day one
• Specialized technical support for complex use cases
• Integration with the AWS ecosystem for enterprise clients

MyOutfits: Redefining what's possible in digital fashion

Marc Morillas, CEO of Morillas, presented the brand narrative and strategic vision behind MyOutfits, explaining why this platform represents much more than a technological tool: it's the answer to a fundamental need in the fashion industry.

The problem that defines an industry

In digital fashion, Marc Morillas explained that "image isn't everything, it's the only thing." Product photos don't just sell, they speak and shape brand perception. However, creating scroll-stopping images comes at a high cost:

• Excessive production time: From conceptualization to final image, traditional processes require weeks.
• Prohibitive costs: Photo shoots, models, locations and post-production skyrocket budgets.
• Operational frustration: Creative teams are limited by resources and deadlines.
• Lack of representation: Audiences don't always see themselves reflected in traditional images.
• Unsustainable cycle: New collections, new deadlines, in a market that never stops.

MyOutfits: transforming the impossible into instantaneous

The solution presented by Pleasepoint and Morillas transforms the slow, costly and chaotic process of fashion image production into something instant, intelligent and limitless:

• Instant creation: Unique and hyper-realistic visuals that resonate with audiences, generated in minutes.
• Creative playground: A new space where brands move faster, look sharper and perform better.
• Speed without compromise: In fashion, speed is power, but style is non-negotiable. MyOutfits offers both.
• Scalability and consistency: The capabilities brands need to lead in a competitive market.
• Creative democratization: From independent designers to global players, everyone can create high-quality visuals.

Demo: Technology in action

The most impactful part of the presentation was the live demonstration of MyOutfits' technical capabilities. Pitu Sabadí guided the audience through the platform's most advanced use cases, showing how technology solves problems that until recently seemed impossible to address.

Revolutionary functionalities in action

During the demo, the capabilities that make MyOutfits a unique tool in the market were shown:

• Personalized model generation: Creating models that faithfully represent each brand's target audience.
• Complete outfit transformation: Changing garments, accessories and complements while maintaining visual coherence.
• Scenario diversity: Placing products in multiple environments without the need for new photo shoots.
• Brand consistency: Maintaining visual identity across multiple generations.
• Advanced Virtual Try-On (VTON): Precise placement of garments on models maintaining original textures, silhouettes and patterns.

Diversity and inclusion: redefining beauty in fashion

One of the most revolutionary aspects of MyOutfits is its ability to democratize representation in fashion. The platform allows generating models of all ages, genders, races and body types, breaking with traditional beauty stereotypes that have dominated the industry for decades.

This functionality is not just a technical tool, but a catalyst for social change that allows brands to authentically connect with diverse audiences and reflect the reality of their consumers.

True beauty resides in authenticity and human diversity, not in artificial perfection. MyOutfits helps brands normalize real bodies, diverse ages, different skin tones and gender expressions, turning what was traditionally considered "imperfect" into the new definition of authentic beauty.

This approach is not only ethically correct, but commercially intelligent: modern consumers seek brands that represent them as they are, and generative AI technology makes it possible to create this inclusive representation without the logistical and cost limitations of traditional productions.

Use cases that transform operations

The demonstration showed how MyOutfits is being used by real brands to solve everyday problems:

• Instant catalogs: Generation of product images for eCommerce in seconds, not days.
• Personalized campaigns: Creating specific visuals for different audience segments.
• Product testing: Visual validation of designs before physical production.
• Social media content: Unlimited generation of variations for different digital channels.
• Campaign localization: Adapting visuals for different markets and cultures.

Technical challenges overcome: The engineering behind the magic

A crucial part of the presentation focused on explaining the unique technical challenges that fashion image generation with AI presents, and how the Pleasepoint team has managed to overcome them through technological innovation and intelligent architecture.

The five fundamental challenges of AI applied to fashion

Fashion image generation presents specific complexities that go beyond traditional generative AI:

• Visual consistency problem: Maintaining coherence between multiple generations of the same product or model.
• Texture and material complexity: Faithfully representing leather, sequins, transparent fabrics and complex textures.
• Design detail precision: Avoiding distortions in prints, patterns and logos during generation.
• Realistic physical interaction: Simulating how garments naturally behave on the human body.
• Brand identity preservation: Maintaining the visual essence of the brand across all generations.

Innovative technical solutions

For each of these challenges, the team has developed specific solutions that represent significant advances in the state of the art:

• Temporal coherence algorithms: Maintain visual consistency between multiple generations of the same element.
• Material-specialized models: Neural networks trained specifically for different types of fabrics and textures.
• Pattern preservation: Advanced techniques that avoid distortion of complex designs during generation.
• Integrated physical simulation: Incorporating physical principles in the generation process for greater realism.
• Brand DNA encoding: Encoding the brand's visual identity in models to maintain aesthetic coherence.

Enterprise architecture: scalability and performance

The presentation concluded with a detailed explanation of the technical architecture that allows MyOutfits to operate at enterprise scale, handling thousands of simultaneous requests while maintaining optimal response times.

The architecture of MyOutfits is designed for scalability from day one:

• Web application and generative API: Interfaces optimized for different types of users and use cases.
• Intelligent queue management: Algorithms that prioritize and optimize requests based on demand and available resources.
• Dynamic resource allocation: Automatic scaling of computational capacity based on workload.
• Premium fast-track processing: Priority channels for enterprise clients with guaranteed SLAs.
• Multi-GPU power: Efficient load distribution among multiple graphics processing units.

A revolution that's just beginning

The presentation of MyOutfits at AWS Summit Madrid 2025 has demonstrated that the convergence between artificial intelligence, creativity and business vision can generate solutions that transform entire industries. The more than 400 professionals who attended the talk witnessed the birth of a new era in fashion visual production.

Marc Morillas' testimony perfectly summarizes the impact of what was witnessed: this is not just an incremental improvement, but a qualitative leap that overcomes the main technological barriers of the sector. The ability to generate consistent, product-focused and professional-quality images in seconds represents the type of disruptive innovation that redefines markets.

For Pleasepoint, this moment marks the culmination of years of evolution from recognized startup to technology leader. For Morillas, it validates a creative vision that bet on technology as a catalyst for new forms of expression. For AWS, it demonstrates how their infrastructure enables the most innovative companies to create solutions that were previously impossible.

But perhaps most importantly, for the fashion industry, it represents the beginning of a transformation that promises to democratize the creation of high-quality visual content, accelerate creative processes and open new expressive possibilities that we're just beginning to imagine.

The AI revolution in fashion is not a future promise: it's a present reality that MyOutfits is leading from today. And this is just the beginning.