3D DESIGN FOR PRODUCT VISUALISATION
Exploring how innovation is reshaping the fashion industry
The fashion industry is rapidly shifting towards digital innovation, with brands embracing 3D design to speed up development, reduce costs, and minimise waste. At STUDIO 9, we are at the forefront of this transformation, helping clients create lifelike, high-quality digital products that bring designs to life - before a single sample is made.
In this interview, Maria Fly Christensen, our 3D Lead, shares how 3D is shaping the future of fashion, the challenges and opportunities it brings, and why now is the time to embrace this game-changing technology.
How has the role of 3D design evolved at STUDIO 9?
Over the past few years, we’ve seen a growing number of our clients fully integrating 3D into their design processes. Some brands are so confident in its potential that they are transitioning more than 90% of their production to 3D. This shift has also created a demand for suppliers to keep up and provide 3D-ready solutions.
At STUDIO 9, we’ve embraced this transformation, working closely with clients to refine our capabilities and deliver custom-made, high-quality designs. As the industry continues to evolve, it’s clear that 3D design will play an increasingly dominant role.
What are the key benefits of 3D design compared to traditional methods?
The advantages of 3D design are undeniable. It allows designers to see a fully realised, realistic style without the need for physical samples. This means colours, fabrics, textures, and fits can be adjusted instantly, eliminating costly and time-consuming processes like pattern development and fabric sourcing.
Beyond efficiency, 3D significantly reduces waste. Fewer prototypes mean less material is wasted, minimising the environmental impact. Additionally, high-quality rendered images reduce and, in some cases, replace the need for expensive photoshoots, further streamlining workflows.
What are the challenges when working with 3D design?
3D is an incredible tool. However, there are limitations. Certain materials and finishes, like worn denim washes or rustic treatments, are difficult to replicate digitally because their physical characteristics depend on variables in the production process for a unique look.
Another challenge is creating hyper-realistic digital human models. While progress is being made, there’s still a noticeable difference between 3D avatars and real-life models, which can distract from the clothing itself.
We have also experienced a hurdle in replicating intricate details like embossed or debossed metal buttons without having a physical reference. Metal finishes react differently under various treatments, making precise digital reproduction tricky. However, as AI continues to improve, we expect these limitations to diminish over time.
When are physical samples still necessary?
While 3D design is revolutionising fashion development, physical samples remain essential in some areas. Clients and buyers still want to touch and feel fabrics, assess textures, and test garment durability.
For now, we see a hybrid approach as the best solution – leveraging 3D for early design stages and using a minimal number of physical samples for final approvals. However, as digital fabric simulations become more advanced, the reliance on physical samples will likely decrease.
Where do you see the future of 3D design?
The future of 3D design is incredibly exciting and will only accelerate. Fashion is becoming increasingly digital, and as time becomes a more valuable commodity, brands will seek efficient solutions that also support sustainability.
AI will further enhance 3D capabilities, making it easier to create accurate fits, textures, and even animated presentations. At STUDIO 9, we are committed to staying at the forefront of this journey, continuously evolving alongside our clients to provide them with innovative and high-quality design solutions while staying efficient.
Any advice for our clients?
My advice is simple – embrace the change. 3D design is not just a passing trend; it’s the future. The sooner brands adapt, the better positioned they’ll be in an increasingly digital and competitive market. Once you start designing in 3D, going back to traditional 2D methods will feel outdated and slow.
