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

THE ANGELS–(COMMERCIAL WIRE)–Today, Adobe (Nasdaq:ADBE) announced at Adobe MAX, the world’s largest creativity conference, that it is working with premium lifestyle company HUGO BOSS to advance its strategy around 3D and immersive design. The applications within Adobe Substance 3D have enabled the company to drive innovation in this space and create new workflows that bring products from concept to the streets in new ways.

For HUGO BOSS, 3D design empowers teams to design clothing, accessories and footwear using hyper-realistic models and to experiment with different fabrics and colours. It gives 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 vendors and retail partners more efficiently, where prototyping, reviews, and changes can be done digitally.

“To support our vision of becoming the world’s leading premium 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 in digital,” said Sebastian Berg, Vice President of Business Operations Excellence at HUGO Boss. “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 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 in the metaverse grows. Teams have focused on areas like digital avatars, virtual fitting rooms, and NFTs, all of which require assets that look real. With Adobe Substance 3D Sampler, teams can use reference photos and powerful AI capabilities to replicate complex fabric textures, such as knits and embroidery. Other applications like 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 vendors and vendors, teams can review designs digitally, avoiding the need to create and ship samples back and forth. And any changes that need to be made to colors, fabrics, and shapes can also be done online. 3D also reduces content production, avoiding scenarios where teams must travel to different locations around the world to shoot new collections. Adobe found that virtual photo shoots can deliver a 98% reduction in carbon emissions. To support HUGO BOSS in these efforts, as well as other brands, Adobe also introduced the Adobe Substance Sustainability Calculator, which provides data and benchmarks for sustainability initiatives tied to 3D design.

“HUGO BOSS has shown how 3D design can improve the fashion industry value chain, putting more power in the hands of designers while optimizing production and distribution,” said Sebastien Deguy, Vice President and Head of 3D and Metaverse at Adobe. “As the company accelerates its efforts in this space, Adobe Substance 3D applications will provide teams with a comprehensive set of tools that fuel creativity and enable engagement in the metaverse.”

About Adobe

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.


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 at some 6,800 points of sale and online in 59 countries through hugoboss.com. With approximately 14,000 employees worldwide, the Metzingen, Germany-based company reported sales of €2.8 billion in fiscal 2021.


© 2022 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners.

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