PBR materials
Physically based materials describe how a surface reacts to light, so it looks right in any lighting.
PBR, physically based rendering, is the way modern 3D describes surfaces. Instead of a flat colour, a material has a set of maps: base colour, roughness, metalness, a normal map for fine surface detail, sometimes an occlusion map for the soft shadow in the creases. The renderer combines them with whatever light the scene has.
The result is a fabric that looks like fabric under a lamp and under daylight, and an oak that catches the light the way oak does. This is what lets the same model work in a viewer, in AR in an unknown room and in a render with studio lighting.
Capturing materials well is a craft on its own: the weave of a bouclé and the sheen of a leather come from photographs and measurements of the real swatch.
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