Fashion brand Tommy Hilfiger has announced a transition to 3D design for apparel production in an effort to fully digitalize its own production.
The company plans to make a 100% transition to 3D design already in the Spring-Summer 2022 season. TH is currently in the process of introducing new technologies to the design team at its headquarters in Amsterdam.
According to brand CEO Daniel Grieder, the edge possibilities of 3D design allow the company to look forward to faster and smarter customer satisfaction: “Technology has become a fundamental tool in our collection design and has the potential to significantly accelerate our time to market and completely replace the traditional product photography process.” .
It is expected that in the first collections of 2022 Tommy Hilfiger will present men's shirts, the design of which will be completely developed using new technologies. “They will be almost indistinguishable from models designed and presented historically. This is the future,” says Grieder.
Tommy Hilfiger spent two years testing the possibilities of the new facility, which allowed the company to eventually merge a 3D design platform with a state-of-the-art digital showroom.
For the fall 2020 collection, the brand plans to introduce capsule collections that will be digitally created, including products designed on virtual avatars. The new project is being implemented as part of a massive program to reduce sampling, conserve resources and achieve sustainable development through the use of 3D design.