Adobe has announced at Adobe MAX, The Creativity Conference, that it is working with premium lifestyle company HUGO BOSS to power its strategy around 3D and immersive design. Applications within Adobe Substance 3D have enabled the company to drive innovation in this space and create new workflows that take products from concept to street in new ways. For HUGO BOSS, 3D design empowers teams to design apparel, accessories, and footwear with hyper realistic models and experiment with different fabrics and colours. It provides designers greater creative freedom and convenience during the ideation stages, with a new canvas to produce inspired work for customers. 3D assets are also used to engage suppliers and retail partners in more efficient ways, where prototyping, reviews, and changes can all be conducted digitally.

3D design empowers HUGO BOSS to explore new customer experiences that blend the digital and physical worlds, especially as interest grows around the Metaverse. Teams have been focused on areas such as digital avatars, virtual fitting rooms, and NFTs, all of which require assets that feel lifelike. With Adobe Substance 3D Sampler, teams can use reference photos and powerful AI capabilities to replicate complex fabric textures such as knits and embroidery. Other applications such as Adobe Substance 3D Painter and Adobe Substance 3D Stager help refine colours and lighting.