Jadea: Create unique and sustainable designs

Digital innovation starts with 3D and digital fabrics

Intimo Artù is the licensee of the Italian lingerie and clothing brand Jadea, which is widespread nationwide and also distributed in some countries abroad. Intimo Artù features each season the creation of successful Jadea collections that currently cover different segments such as: underwear, nightwear undershirts and leggings. With Style3D | ASSYST the company has transformed and streamlined its collection development with 3D and digital fabrics. We talk to Francesco Mastrorillo, General manager and founding partner about the experience of the team of Intimo Artù.

How Jadea started its successful 3D journey

Can you briefly introduce your company and explain the brand's core values?

Intimo Artù was founded in Andria (Puglia, Italy) in 1995 and entered the textile industry as a supplier to some already established companies in the industry.

After a few years of third party production, Intimo Artù capitalized on the acquired know-how to pave the way for a new project of its own. It gradually began a new path that in 2002 would lead to the launch of the Brand Jadea on which the company would invest everything: experience, inspiration, commitment and creativity.

The company's key asset has always been in-house design and quality assurance in all phases of the product life cycle. All with commitment to guarantee an excellent quality/price ratio, with special attention to the fabrics and materials chosen. A guaranty for the product but also for Italian style that is always up-to-date and in trend with sophisticated design, for ever more and more original, creative and glamorous collections.

How does innovation fit into your strategy, particularly with regard to 3D technology?

Innovation is the driving force behind business growth, closely related to the expertise we have already acquired and the skills we already have. Internally, we are implementing a company-wide innovation process in all areas of business, coupled with an equally significant educational journey.

With 3D technology, we will be able to create unique and sustainable designs in a short time and at a lower cost. This is another key driver why we turned to 3D technology: reducing waste, time and cost are the main challenges that fashion companies face, and it is necessary to start from the collection design phase

What specific issues were you facing before implementing Style3D | ASSYST solutions?

The main reason we were thinking to use 3D technology in the design phase of our collections was the need to shorten the collection's time-to-Market. In addition to this reason, the reduction of costs and the improvement of communications between the internal and external teams responsible for merchandising were also part of the challenge.

Why did you decide for Style3D | ASSYST over other competitive solutions in the market?

The main driver of our decision for Style3D | ASSYST was the accuracy in the visualization of the fabrics, both visual and physical properties, which then enables us to carefully design the fit of a garment. We were impressed by the extremely realistic visualization of a fabric's stretch, drape, and transparency, as well as the flexibility to import trims into the application and to customize fabrics.

Another reason behind our choice for Style 3D | ASSYST, not related to the solution itself, was the company's willingness to be attentive to our needs.

What are the challenges you would like to overcome with the use of Style3D | ASSYST solutions?

The main challenge is to reduce time to market for the collections, and eliminate all the time gaps that nowadays arise from the design phase to downstream in the production process. This would allow us to allocate more time to the creativity phase and to the concept design.

How has Style3D | ASSYST made your workflow or processes more efficient or improved them in some other way?

Using Style 3D | ASSYST, designers will be able to quickly come to a decision about the layout of a garment in different colors, sizes and fabrics. In addition, it will be possible to carry out small changes to patterns and approve them digitally, already in the brainstorming phase, minimizing the creation of prototypes.

We are confident that virtual prototypes will prove to be a perfect solution, both in terms of sustainability as well as in terms of cost effectiveness, to visualize different combinations of style, colors, and fabrics all without the waste associated with each step of traditional production.

Thinking about the future, which goals or objectives would you like to achieve with Style3D | ASSYST?

In the long term, we would aim to considerably eliminate physical samples for customers and showcase the collection mainly through 3D virtual garments. This would also allow us to achieve a more sustainable production, a focus for all stakeholders today. 

Furthermore, we would like to integrate 3D technology within our e-commerce platform and within social media communication tools, in order to involve the customer increasingly, as early as the R&D phase, so as to adapt more and more to their preferences and needs and to make the purchase an immersive experience by immersing customers in the spirit of the brand.