LOS ANGELES–(BUSINESS WIRE)–Adobe (Nasdaq: ADBE) today announced at Adobe MAX, the world’s largest creativity conference, that it is working with high-end lifestyle company HUGO BOSS to strengthen its strategy around 3D and immersive design. Adobe Substance 3D applications have enabled the company to drive innovation in this space and create new workflows that take products from concept to street 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 colors. It offers designers greater creative freedom and convenience during the ideation stages, with a new canvas to produce inspired work for clients. 3D assets are also used to engage suppliers and business partners more effectively, where prototyping, reviews and modifications can all be done digitally.
“To support our vision of becoming the world’s leading high-end technology-driven fashion platform, HUGO BOSS was one of the first companies to explore the potential of 3D and immersive design in fashion. We now have over 400 employees working with these innovative tools to produce more inspiring and sustainable products, and to lead our industry into digital,” said Sebastian Berg, Vice President, Business Operations Excellence at HUGO Boss. “With Adobe Substance 3D as part of our Adobe Creative Cloud stack, we have a powerful tool that delivers hyper-realistic renderings of our products. This gives us greater speed to respond to global consumer trends, while helping us experiment with new digital services to drive 3D innovation in fashion.
3D design allows HUGO BOSS to explore new customer experiences that blend the digital and physical worlds, especially as interest grows around the metaverse. The teams focused on areas such as digital avatars, virtual dressing rooms, and NFTs, all of which require realistic assets. With Adobe Substance 3D Sampler, teams can use reference photos and powerful artificial intelligence capabilities to replicate complex fabric textures such as knits and embroidery. Other applications such as Adobe Substance 3D Painter and Adobe Substance 3D Stager allow fine-tuning of colors and lighting.
Investments in 3D design also support the company’s efforts in sustainable fashion. For suppliers and vendors, teams can review designs digitally, avoiding the need to create and ship samples back and forth. And any changes to colors, fabrics and shapes can also be made online. 3D also reduces content production, avoiding scenarios where teams have to travel to different locations around the world to photograph new collections. Adobe found that virtual photo shoots can lead to a 98% reduction in carbon emissions. To support HUGO BOSS in these efforts, along with other brands, Adobe also unveiled the Adobe Substance Sustainability Calculator, which provides data and benchmarks for sustainability initiatives related to 3D design.
“HUGO BOSS has shown how 3D design can improve the fashion industry’s value chain, empowering designers while optimizing production and distribution,” said Sébastien Deguy, Vice President and Head of 3D and metaverse at Adobe. “As the company accelerates its efforts in this area, Adobe Substance 3D applications will provide teams with a comprehensive set of tools that ignite creativity and enable their participation in the metaverse.”
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About HUGO BOSS:
HUGO BOSS is one of the leading companies positioned in the premium segment of the global apparel market. With its two brands BOSS and HUGO, the group offers its collections in 128 countries in approximately 6,800 points of sale and online in 59 countries via hugoboss.com. With approximately 14,000 employees worldwide, the company, based in Metzingen (Germany), achieved a turnover of 2.8 billion euros in the financial year 2021.
https://group.hugoboss.com
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