Google and H&M team up to bring “Digital Fashion”

The hottest designer at the next Fashion Week may well be your smartphone as Google and H&M Group’s digital fashion house Ivyrevel work to use your mobile device could undertake the quest for you.

The project named “Data Dress” 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’re 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”.

On Monday at New York City’s Fashion Week, as reported by Digital Trends, Google announced a partnership with H&M’s online Swedish fashion house Ivyrevel.  The project aims to “bring couture into the digital age” by utilizing its data to create items such as the “Data_Dress,” a custom design born out of our online habits, activities, and history.  Being dubbed “Coded Couture”, it requires wearers to download an Android app which catalogs their activities in order to learn about user habits. The information gathered is then used to design garments.

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 application takes advantage of Google’s Snapshot API, which passively collects information including weather conditions, location, and activities such as walking or driving.

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.