Future of fashion in progress with Software giants in partnership to create Digital Fashion
Written by olucapri on July 7, 2020
The extended lockdown period due to coronavirus has accelerated digital presentations which has as a result dominated fashion news in recent weeks, however a partnership between Adobe ADBE Substance and Browzwear is a game changer in terms of simplifying the garment design and production pipeline. It’s a partnership that leverages the powerful textile design tools of Adobe Substance within Browzwear’s 3D digital garment sampling solution that replaces physical prototypes with digital ones, without loss of garment accuracy and integrity in the final physical product.
In short, this solution is eliminating physical print iterations for dozens of U.S. and European brands manufacturing in the Far East who are battling with Covid-19 challenges.
Adobe and Browzwear Partnership
Avihay Feld, CPO and Co-CEO of Browzwear said: “It has to be the case that the final physical product is a twin of the digital one—that’s our lighthouse.” In terms of motivation for the partnership with Adobe, he said: “We’re making it as easy as possible to achieve (the physical twin) for designers and supply chain partners and our end goal is always the physical garment. We are not necessarily coming from gaming or movies. The intention is to change the workflow so that we create a physical final output that meets our client’s expectations.” Those clients include Adidas and PVH PVH , who—Feld says—have been asking for a way to visualise printed materials more realistically in their software for some time.
Typically, to achieve realistic digital print designs in 3D, separate software solutions that create lighting effects are used to apply real-world shadows that trick the eye into believing the digital product is ‘in real life,’ with accurate representation of surface depth, textures and shadows. However, these digital effects behind the ‘real-life’ visual are not accompanied by print production data, meaning that the visuals are just that—seen, but can’t be manufactured. This means that, in the traditional workflow, many physical print tests are then produced by the manufacturer, and sent back and forth to the designer for approval, to eventually replicate the look of the 3D digital design. Integrating Adobe Substance into Browzwear software has eliminated this process entirely, as it provides production-ready manufacturing data via a Tech pack straight to the manufacturer, enabling creation of a physical twin that matches the digital one—without compromise.