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Tommy Hilfiger announces its designs will be fully digitised by 2022

Words by Ruby Staley

Welcome to the future.

With new sustainable methods of cutting, dyeing and creating garments altering the way we produce clothes and advancements in virtual modelling and online shopping that are shaping the way we purchase them, it’s clear that the age of digitalisation is upon us.

In an exciting development, PVH-owned Tommy Hilfiger has announced that its Spring 2022 apparel collections will be the first of many to be fully designed digitally.

The company has introduced an innovative 3D design platform that enables the process – from sketching through to sampling and showrooming – to be done in an entirely digital way. This advancement means an increase in the brand’s sustainable practice, as it reduces sample wastage and paper usage.

The digitisation doesn’t stop there, either. The commitment to incorporate 3D design is just one component of the company’s ambitious target to totally digitise its supply chain, from idea to customer.

Tommy Hilfiger is already utilising this technology for 20 product categories, including knit dresses, polos, jeans and outerwear. The brand is now aiming for the men’s dress shirts for Autumn/Winter 2020 to be primarily 3D-designed as well.

Chief executive of Tommy Hilfiger Global and PVH Europe, Daniel Grieder, told Vogue “we can use [digital design] for the digital showroom, use it for marketing — we don’t have to photograph it — because it is all there. Everything will be possible, and so much faster.”

And according to the CEO, the end product is “indistinguishable” from styles designed historically.

If it’s anywhere near as good as it all sounds, it seems we’ve entered the future of fashion.

au.tommy.com

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