Hugo Boss deploys Adobe software to optimize its 3D design strategy


Hugo Boss is working with software company Adobe to explore new customer experiences that blend the digital and physical worlds.

Adobe Substance 3D applications have enabled Hugo Boss to drive innovation in 3D and immersive design and create new workflows that take products from concept to street in new ways.

“To support our vision of becoming the world’s leading high-end 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 into digital,” said Sebastian Berg, Vice President, Business Operations Excellence at Hugo Boss.

He continued, “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.

For Hugo Boss, 3D design allows teams to design clothes, accessories and shoes with hyper-realistic models and to experiment with different fabrics and colors. It offers 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 suppliers and business partners more effectively, where prototyping, reviews and modifications can all be done digitally.

Hugo Boss says 3D design is allowing the company to explore new customer experiences that blend the digital and physical worlds, especially as interest grows around the metaverse. The 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 artificial intelligence capabilities to replicate complex fabric textures such as knits and embroidery. Other applications such as Adobe Substance 3D Painter and Adobe Substance 3D Stager allow fine-tuning of colors and lighting.

Investments in 3D design also support the company’s efforts in sustainable fashion. For suppliers and vendors, teams can review designs digitally, avoiding the need to create and ship samples back and forth. And any changes to colors, fabrics and shapes can also be made online. 3D also reduces content production, avoiding scenarios where teams have to travel to different locations around the world to photograph new collections.

“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.

He added, “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.

In August, Hugo Boss said the successful renewal of its Hugo and Boss brands fueled growth momentum in the first half, with the group’s currency-neutral sales up 34% in the second quarter compared to the previous year. .

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