Hugo Boss focuses on digital avatars, virtual fitting rooms and NFTs

High-end fashion company Hugo Boss is investing in 3D and immersive design to create hybrid customer experiences in both physical and digital worlds.

The fashion house is focusing on digital avatars, virtual fitting rooms and NFTs, and is using Adobe Substance 3D Sampler to replicate fabric textures through reference photos and AI.

According to Sebastian Berg, vice president, business operations excellence at Hugo Boss, “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.

The company is utilising Adobe Substance 3D to create new workflows, improve prototyping, and engage suppliers and partners.

“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,” said Berg.

The organisation is also leveraging the solution to improve the sustainability of the business, by cutting down travel. With 3D design allowing for digital product reviews, teams no longer have to meet in person to review colours, fabrics, and shapes of samples.

According to Adobe, virtual photoshoots and reduce carbon emissions by 98 percent.

“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 optimising production and distribution,” said 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.”