Google Partners H&M Online Fashion House To Bring Couture Into The Digital Age

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H&M Group’s digital fashion house, Ivyrevel, is working on a collaboration with Google called the “Data Dress.” The project is based around an Android app that learns about a user and designs a personalized garment for them. It’s part of the Coded Couture project by Ivyrevel.

“We are about to change the fashion industry by bringing the customer’s personality into the design process through data technology,” Aleksandar Subosic, co-founder of Ivyrevel, said in a press release. “The Data Dress enables women around the world to order a dress made entirely for them that reflects the way they live their lives”.

The Data Dress app is simple to use. It uses Google’s Snapshot API, which allows an app to passively monitor a user’s daily activity and lifestyle. It collects information such as location, what kind of activity the user is performing—like walking, sitting or running and the weather in the area.

By simply carrying your phone for a week, the app learns about your lifestyle and designs a unique Ivyrevel dress using Google’s technology. The phone then creates a dress with a unique pattern, personalizing everything from material and silhouette to embroidery details using the story captured by the app. The Data Dress will then be available via Ivyrevel for purchase.

The app is currently in a closed alpha stage. It’s being tested by influencers around the world, including Ivyrevel’s co-founder and fashion blogger Kenza Zouiten.

Per Ivyrevel, the app will be more widely available later this year. The app is the first of its kind and offers a glimpse into the future of technology-powered fashion




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