Hugo Boss enlists Adobe for fashion innovation

Hugo Boss has announced its new tie-up with Adobe to power its strategy around 3D and immersive design.

Applications within Adobe Substance 3D have enabled the firm to drive innovation in this space and create new workflows, that take products from concept to streets in new ways.

The fashion retailer currently uses 3D design to design apparel, accessories and footwear with hyper realistic models and experiment with different fabrics and colours.


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It also empowers Hugo Boss to explore new customer experiences, especially as interest grows around the metaverse, it said.

According to the partnership, reams have been focusing on areas such as digital avatars, virtual fitting rooms and NFTs, all of which require assets that feel lifelike.

These assets are also used to engage with suppliers and retail partners, where prototyping, reviews and changes can all be conducted digitally.

“To support our vision of becoming the leading premium tech-driven fashion platform worldwide, Hugo boss was one of the early companies to explore the potential of 3D and immersive design in fashion,” Hugo Boss vice president of business operations excellence, Sebastian Berg said.

“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 in responding to global consumer trends, while helping us experiment with new digital services to drive 3D innovation in fashion.”

This comes as Adobe found virtual photoshoots can drive a 98% reduction in carbon emissions, and as a result of this,  the software provider  unveiled the Adobe Substance Sustainability Calculator, which delivers data and benchmarks for sustainability initiatives tied to 3D design.

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