Hugo Boss 3D loafers, Google VTO, SpreeAI valuation
Hugo Boss 3D prints a loafer with Zellerfeld, Google expands AI virtual try-on, SpreeAI hits $1.5bn valuation
Hugo Boss unveils fully 3D-printed loafer
Hugo Boss has introduced its first 3D-printed shoe, a laceless, monomaterial loafer co-developed with 3D-printing specialist Zellerfeld. Made using additive manufacturing and recyclable materials, the shoe reflects a push towards innovation, customisation and circularity. While it’s not yet available for purchase, the loafers are expected to launch soon via Zellerfeld’s online store, with promotional rollouts in Hugo Boss locations in Amsterdam and Milan.
Why it matters: This marks a step into tech-driven design for Hugo Boss, as more fashion brands explore 3D printing to rethink how shoes are made, and what they’re made from.
Tess Boissonneault
Google expands virtual try-on
Google is extending its AI-powered virtual try-on (VTO) feature. The tool uses generative AI to show how clothing items would look on a variety of body types, rendered on real model photos in multiple poses. Brands like Abercrombie & Fitch, H&M, and Under Armour are participating, with the feature accessible via Google Search in the U.S.
Why it matters: Google’s move pushes virtual try-on further into the mainstream, nudging retailers toward a future where dressing rooms are optional and search engines become styling assistants.
Aisha Malik
SpreeAI Reaches $1.5 Billion Valuation with Naomi Campbell's Backing
SpreeAI, the fashion tech startup led by CEO John Imah, has achieved a $1.5 billion valuation following a recent funding round led by The Davidson Group. The AI-powered platform allows users to virtually try on clothes with lifelike experiences both in-store and online, garnering support from supermodel Naomi Campbell and other notable investors.
The company has expanded beyond consumer applications to include research collaborations with MIT and Carnegie Mellon University, while partnering with the Council of Fashion Designers of America and luxury brands like Sergio Hudson and Kai Collective, both owned by Black designers. SpreeAI's technology is designed to reduce returns and boost sales conversions for brands while offering features like an AI stylist and virtual wardrobe for consumers.
Why is matters: The platform addresses major retail pain points by reducing returns while enhancing the shopping experience, potentially transforming how consumers interact with fashion both online and in physical stores.
Habiba Katsha