The fashion industry has always been an early adopter of technology. Avant-garde designers, specifically, have made use of technological advancements in their creations. But it is only now that more mainstream brands are making use of the platform. One that's ahead of the game is Tommy Hilfiger. With its latest collection, the brand is using 3D tech to innovate.

Photo by TOMMY HILFIGER "The potential of 3D design is limitless, allowing us to meet consumer needs faster and in a more sustainable way. 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-percent 3D designed and require no sample production; the difference will be almost indistinguishable from styles designed and presented historically. This is the future," says Tommy Hilfiger global and PVH Europe CEO Daniel Grieder.

The step isn't just a passive move. Tommy Hilfiger created a tech incubator called STITCH to digitize everything. The project, which includes software engineers, 3D design experts, and transformation specialists, proves how serious the brand is when it comes to innovating. In fact, it has gone a step beyond to include digital fabric, a pattern and color asset library, digital 3D presentation tools and rendering technology.

Photo by TOMMY HILFIGER . Lewis Hamilton Limited Edition Hoodie TOMMYXLEWIS

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The 3D-designed pieces will soon hit stores. Until then, you can follow the conversation on Tommy Hilfiger's accounts .

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