Hugo Boss partners with Adobe for 3D design

By

Jennifer Braun

Published
Oct 21, 2022

Hugo Boss has teamed up with Adobe to power its strategy around 3D and immersive design.

In particular, the fashion brand uses the Adobe Substance 3D application for reference photos and powerful AI capabilities to replicate complex fabric textures such as knits and embroidery. Likewise, it users other applications such as Adobe Substance 3D Painter and Adobe Substance 3D Stager to help refine colors and lighting.

“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. Now we have over 400 employees working with these innovative tools to produce more inspiring and sustainable products, and to lead our industry in digital,” explained 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 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.”

Hugo Boss will use the 3D technology to design apparel, accessories and footwear with hyper realistic models and experiment with different fabrics and colors. The result is greater creative freedom and convenience for designers.

Investments in 3D design also supports the company’s efforts around sustainable fashion and cuts down on content production. Meanwhile, 3D suppliers and vendors, can review designs digitally, bypassing the need to create and ship samples back and forth. 

Likewise, it avoids scenarios where teams must travel to different locations around the world to photograph new collections. Adobe has found that virtual photoshoots can drive a 98% reduction in carbon emissions. To support Hugo Boss, Adobe also unveiled the Adobe Substance Sustainability Calculator, which delivers data and benchmarks for sustainability initiatives tied to 3D design.

“Hugo Boss has shown how 3D design can improve the value chain for the fashion industry, putting more power in the hands of designers while optimizing production and distribution,” added Sebastien Deguy, vice president and head of 3D & 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 boosts creativity and enables its participation in the metaverse.”