Tommy Hilfiger is using 3D design technology. This will allow the company to meet consumer needs faster and in a more sustainable way and has the potential to significantly accelerate its speed to market and replace traditional product photography entirely. For fall 2020, the brand’s dress shirts will be 100 per cent 3D designed and require no sample production. The difference will be almost indistinguishable from styles designed and presented historically. The company wants to digitize its end-to-end value chain.

Since Tommy Hilfiger’s 3D design journey began in 2017, teams of software engineers, 3D design experts, and transformation specialists have developed an ecosystem of proprietary tools that enable a fully digital design workflow. This includes a digital fabric, pattern and color asset library, digital 3D presentation tools and rendering technology. While the digital showroom technology revolutionized the company’s sell-in methods, the bottom-up approach of its ongoing 3D design transformation will further expand the digitalization of Tommy Hilfiger’s end-to-end value chain. In fall 2020, Tommy Hilfiger will launch a capsule collection designed, developed and sold digitally, including products modeled on virtual avatars. The initiative is the next step in uncovering the full potential of sample reduction, time savings, cost savings and sustainability by leveraging 3D design.