Cellphone Couture? H&M and Google Present the Data Dress

Data Dress


Google and H&M are developing an Android app that will measure personal data to make customised dresses.

The app uses the Awareness API Google Aspects to record the user’s lifestyle – such as where they live and whether they go to formal or casual events. The information is gathered over the course of a week and then used by H&M-owned digital fashion house Ivyrevel to create custom-made dresses, starting at $99.

However, users will be able to specify what style of dress they want, such as one for formal events, parties or work.

Google calls it “coded couture” and it relies on everything your Android smartphone can know about you. That includes using sensors to detect typical weather conditions, where you go to eat, how much you walk and what Bluetooth accessories you use and when.

The data also dictates the choice of material, colour, cut as well as decorations such as cuff or belt design.

The app is currently in a closed beta stage (on Ivyrevel, a fashion house backed by H&M Group and only available to selected “influencers”) but will launch publicly later this year. However, anyone interested in being a tester can sign up to be considered at the Ivyrevel site for the Data Dress.

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