Taking business online during a pandemic

American fashion label Tommy Hilfiger, which has its European headquarters and innovation centre in Amsterdam, is testing new technology to help to take its fashion shows online. In light of the coronavirus disease (COVID-19) outbreak, the fashion firm is using its Amsterdam HQ to experiment with 3D design and holograms that could be used during digital fashion events.

That would allow the company to host fashion shows that wouldn’t require large numbers of people come together in the same physical space. It’s also looking into using virtual reality, augmented reality and mixed reality solutions, along with options for replacing living models with virtual avatars.

Speaking about the company’s new project, Tommy Hilfiger Global and PVH Europe CEO Daniel Grieder said: “the technology is already around, technology tested by us, and we see great opportunities going in that direction."

Reducing textile waste through tech innovations

Before the outbreak, Tommy Hilfiger was already exploring how it could use new technologies to become more sustainable. In 2015, the label launched a digital showroom for wholesalers in Amsterdam and last year it announced plans to start designing clothes entirely in 3D, negating the need for physical samples that contribute to textile waste. Approximately 66% of Tommy Hilfiger designers have been trained in 3D design and the company said it aims to increase that figure to 100% by the end of 2020.

Read more business news from around Amsterdam or learn about the city’s fashion sector.