Adobe has announced it is working with Hugo Boss to power the fashion house’s strategy around 3D and immersive design.

Adobe’s suite of 3D design applications are reportedly helping the Hugo Boss to explore new 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). Using applications like Adobe Substance 3D Sampler, teams can 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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