Tommy Hilfiger, part of PVH Corp, recently announced that 3D-based design technology will be integrated into all design teams at its Amsterdam headquarters. The fashion collections of spring 2022 will be the first to fully use the platform.
"The potential of 3D designs is limitless, so we can meet consumer demands faster, more efficiently and more sustainable," said Daniel Grieder, CEO Tommy Hilfiger Global and PVH Europe. Grieder continued: "The technology has become a fundamental tool in our collection design and has made the potential to significantly shorten our time-to-market and to leverage traditional product photography to be completely replaced. For our autumn season 2020, our men's shirts will be 100% 3D and do not require sample production; the difference to classical processes is hardly noticeable. That's the future."
The 3D design implementation follows the plan of the company to digitize the entire production chain. To realize this goal, Tommy Hilfiger has created a technology lab called STITCH dedicated to digitizing the company's design practices. Already in 2017, a team of software engineers, 3D design experts and transformation specialists developed tools that enable a fully digital design workflow. These include a digital fabric, pattern, and color library, digital 3D presentation tools, and rendering technologies. Transferring traditional design and pattern production steps into virtual processes enables optimized schedules and seamless integration into digital showrooms.
Employees in more than 50% of the fashion departments at Tommy Hilfiger's headquarters have been trained and educated in 3D design by the STITCH Academy, applying the technology in 20 product groups. In the future, all Tommy Hilfiger employees will receive standard 3D design training and education, including designers, model makers, fit technicians, product developers and merchandisers.