14/04/2024 10:29 AM

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Piece of That Fashion

Hugo Boss drives 3D innovation in fashion

Hugo Boss drives 3D innovation in fashion

Premium lifestyle company, Hugo Boss is partnering with Adobe to power its strategy around 3D and immersive design. Applications within Adobe Substance 3D have enabled the company to take products from concept to streets in new ways.

For Hugo Boss, 3D design allows teams to design apparel, accessories, and footwear with hyper realistic models and experiment with different fabrics and colours. It provides designers greater creative freedom and convenience during the ideation stages, with a new canvas to produce inspired work for customers. 3D assets are also used to engage suppliers and retail partners in more efficient ways, where prototyping, reviews, and changes can all be conducted digitally. 

“To support our vision of becoming the leading premium tech-driven fashion platform worldwide, Hugo Boss was one of the early companies to explore the potential of 3D and immersive design in fashion. Now we have over 400 employees working with these innovative tools to produce more inspiring and sustainable products, and to lead our industry in digital,” Hugo Boss vice president business operations excellence, Sebastian Berg said.

“With Adobe Substance 3D as part of our Adobe Creative Cloud stack, we have a powerful tool that provides hyper realistic renderings of our products. It gives us greater speed in responding to global consumer trends, while helping us experiment with new digital services to drive 3D innovation in fashion.”

Teams have been focused on areas such as digital avatars, virtual fitting rooms, and NFTs. With Adobe Substance 3D Sampler, they can use reference photos and AI capabilities to replicate complex fabric textures such as knits and embroidery. Other applications such as Adobe Substance 3D Painter and Adobe Substance 3D Stager help refine colors and lighting.

Investments in 3D design also support the company’s efforts around sustainable fashion. For suppliers and vendors, teams can review designs digitally, bypassing the need to create and ship samples back and forth. Any changes that need to be made for colours, fabric, and shapes can also be done online.

Adobe has found that virtual photoshoots can drive a 98% reduction in carbon emissions. To support Hugo Boss in these efforts, as well as other brands, Adobe also unveiled the Adobe Substance Sustainability Calculator which delivers data and benchmarks for sustainability initiatives tied to 3D design.