Tommy Hilfiger autumn 2020 men’s dress shirts will be 100% 3D designed

Tommy Hilfiger autumn 2020 men’s dress shirts will be 100% 3D designed

The Tommy Hilfiger brand is aiming for its its spring 2022 collections to be completely designed using 3D technology, in a move that builds on its target to digitise its end-to-end value chain.

The PVH Corp-owned brand is currently rolling out new learning and technology capabilities for all global design teams at its Amsterdam headquarters to achieve its 100% 3D apparel design goal.

"The potential of 3D design is limitless, allowing us to meet consumer needs faster and in a more sustainable way," says Daniel Grieder, CEO of Tommy Hilfiger Global and PVH Europe. "The technology has become a fundamental tool in our collection design and has the potential to significantly accelerate our speed to market and replace traditional product photography entirely.

"For our fall 2020 season, our men's dress shirts will be 100% 3D designed and require no sample production; the difference will be almost indistinguishable from styles designed and presented historically. This is the future."

This capsule collection will be designed, developed and sold digitally, including products modelled on virtual avatars. In developing the line, Tommy Hilfiger aims to uncover the full potential of sample reduction, time savings, cost savings, and sustainability by leveraging 3D design.

To realise its 3D design goal, Tommy Hilfiger founded a tech incubator called STITCH, dedicated to digitising the company's design practices. Since 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 colour asset library; digital 3D presentation tools and rendering technology.

Associates in more than 50% of the apparel divisions located at Tommy Hilfiger's global headquarters have been trained and educated in 3D design through the STITCH Academy, with the technology active in 20 product groups and counting. Moving forward, all Tommy Hilfiger product teams will receive 3D design training and upskilling as standard, including designers, patternmakers, fit technicians, product developers, and merchandisers.