Hugo Boss is a Germany premium brand. While brand identity of "Boss" is more towards rational and status-oriented individuals, "Hugo" targets open-minded, curious, and fashion-conscious young people.

To attract the bold fashion enthusiasts to Hugo Boss during pandemic, I came up with the idea of mobile “3D fitting room”, which aims at bringing the fashion show items closer to them. As the fashion trend is shifting towards a more relaxed and casual style, we are are also trying to make Hugo Boss more approachable, without compromising their high-end brand image.

‍Our app would let the users grab items from fashion show, do a 3D try-on, and catwalk themselves. At the same time, we add “the squirrel version of fashion show” feature into the app as an entertaining twist.