Hugo Boss is working with Adobe to support its strategy on 3D and immersive design.

The fashion brand is using Adobe’s 3D design application as part of plans to explore customer experiences that “blend the digital and physical worlds”.

Areas of focus for Hugo Boss have been digital avatars, virtual fitting rooms and non-fungible tokens (NFTs).

Hugo Boss has used the technology to use reference photos and AI capabilities to replicate fabric textures such as knits and embroidery.

“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,” said Sebastian Berg, vice president, business operations excellence at Hugo Boss. “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.”

Berg added: “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."

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