Hugo Boss Designs in another dimension
Hugo Bossthe Metzingen, Germany-based lifestyle fashion brand uses Adobe Substance 3D applications to drive design innovation and support workflows.
Software giant Adobe revealed the collaboration on Wednesday at the Adobe MAX 2022 creativity conference, which is being held in Los Angeles.
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3D tools allow fashion teams to design apparel, accessories and footwear with “hyperrealistic models and experiment with different fabrics and colors,” Adobe said in its announcement. “It gives designers greater creative freedom and convenience during the ideation stages, with a new canvas to produce inspired work for clients.”
According to Abode, 3D assets are also being used to engage suppliers and business partners more efficiently, where prototyping, reviews and modifications can all be done digitally.
“To support our vision of becoming the premier technology-driven fashion platform worldwide, 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.
According to Adobe, 3D design allows Hugo Boss to explore customer experiences that blend the digital and physical worlds, especially as interest grows around the metaverse. “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 capabilities artificial intelligence to reproduce complex fabric textures such as knits and embroideries.Other applications such as Adobe Substance 3D Painter and Adobe Substance 3D Stager help fine-tune colors and lighting.
Investments in 3D design also support sustainability, Adobe added. “For vendors and vendors, teams can review designs digitally, without having to create and ship samples back and forth,” Adobe said. “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 have to travel to different locations around the world to shoot new collections.
Adobe found that virtual photoshoots can lead to a 98% reduction in carbon emissions and this week unveiled the “Adobe Substance Sustainability Calculator,” which provides data and benchmarks for sustainability 3D design initiatives.
“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.”
Hugo Boss said its two brands, Boss and Hugo, are sold in 128 countries at 6,800 outlets. Online, the two collections are sold in 59 countries. The brands generated 2.8 billion euros in sales last year and have a total of 14,000 employees.