HUGO BOSS partners with Adobe to drive 3D innovation in fashion

LOS ANGELES–(BUSINESS WIRE)–Adobe (Nasdaq:ADBE) announced today at Adobe MAX – the world’s largest creative conference – that it is collaborating with premium lifestyle company HUGO BOSS to advance its strategy around 3D and immersive design. Applications within Adobe Substance 3D have enabled the company to drive innovation in this space, creating new workflows that take products from concept to road in new ways.

For HUGO BOSS, 3D design allows teams to design clothing, accessories and shoes with hyper-realistic models, experimenting with different fabrics and colors. It offers designers more creative freedom and convenience during the ideation phase, with a new canvas to produce inspired work for clients. 3D assets are also used to engage suppliers and retail partners in a more efficient way, with prototyping, reviews and modifications all being done digitally.

“To support our vision to become the world’s leading premium technology platform for fashion, HUGO BOSS was one of the first companies to explore the potential of 3D and immersive design in fashion. Now over 400 employees are working with these innovative tools to create more inspirational and sustainable products and lead our industry in 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. It gives us a faster response to global consumer trends and helps us experiment with new digital services to drive 3D innovation in fashion.”

3D design enables HUGO BOSS to explore new customer experiences that merge the digital and physical worlds, especially given the growing interest around the Metaverse. Teams have focused on areas like digital avatars, virtual dressing rooms, and NFTs, all of which require assets that feel lifelike. With Adobe Substance 3D Sampler, teams can use reference photos and powerful AI capabilities to replicate complex fabric textures like knitwear 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 sustainable fashion efforts. For suppliers and vendors, teams can digitally review designs without having to create samples and ship them back and forth. Changes to colors, fabrics and shapes can also be made online. 3D also reduces content production and avoids scenarios where teams have to travel to different locations around the world to shoot new collections. Adobe has found that virtual photoshoots can result in a 98% reduction in carbon emissions. To support HUGO BOSS and other brands in these efforts, Adobe has also introduced the Adobe Substance Sustainability Calculator, which provides data and benchmarks for sustainability initiatives related to 3D design.

“HUGO BOSS has demonstrated how 3D design can improve the value chain for the fashion industry by empowering designers while streamlining production and distribution,” said Sebastien Deguy, vice president and head of 3D & Metaverse at Adobe. “As the company accelerates its efforts in this area, Adobe Substance 3D applications will empower teams with a comprehensive set of tools that foster creativity and enable their participation in the Metaverse.”

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About HUGO BOSS:

HUGO BOSS is one of the leading companies in the premium segment of the global clothing market. With its two brands BOSS and HUGO, the Group offers its collections in 128 countries at around 6,800 sales outlets and online in 59 countries via hugoboss.com. With around 14,000 employees worldwide, the company based in Metzingen (Germany) achieved sales of 2.8 billion euros in the 2021 financial year.

https://group.hugoboss.com

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