Hugo Boss and Adobe are working together on the Metzingen-based fashion group’s “strategy for all things 3D and immersive design”. At the center of the partnership are the Adobe Substance 3D Collection programs, which enable the fashion group to “drive innovation” and “develop new workflows,” the US software manufacturer said at the Adobe Max conference on Wednesday.
The three-dimensional work should offer the designers more creative freedom, especially in the conception phase, and also make it possible to involve suppliers and retail partners more effectively in the process. Prototypes of the products can therefore be shown digitally and adapted accordingly.
Sebastian Berg, Vice President, Business Operations Excellence at Hugo Boss, also sees the opportunity to use Adobe’s powerful tools to react more quickly to global consumer trends in the future and “to experiment with new digital services to drive 3D innovations in fashion”.
With 3D, Hugo Boss relies on the metaverse and more sustainability
However, not only the improvement of in-house work processes and cooperation with trading partners speaks for the partnership, the metaverse and sustainability also play an important role. Hugo Boss has been experimenting with the possibilities of digital fashion for some time, and the collaboration with Adobe should now help to “create new customer experiences where the digital and physical worlds merge”.
Through the cooperation, Hugo Boss also hopes for a more sustainable fashion future. The programs should therefore make it possible to reduce travel and shipping costs, and fundamental changes to a sample piece such as the choice of fabric and color or the cut can also be made digitally.
“Hugo Boss was one of the first companies to explore the potential of 3D and immersive designs in the fashion industry,” said Berg. “Today, more than 400 employees work with these innovative tools to produce inspiring and more sustainable products and our to lead the industry in the digital realm.”