Ivyrevel, the digital fashion house launched by H&M, has teamed up with Google to create a dress personalized to each wearer by their own data.
Ivyrevel worked with Google and production company MediaMonks to develop the project. Each dress is designed using a smartphone app that tracks each customer's activity and lifestyle. The user needs to carry their phone wherever they go for a week, and the following week the app will use its knowledge of their lifestyle to create the design, interpreting the data into a custom-made Ivyrevel dress.
"It's such an exciting moment. We're about to change the fashion industry by bringing the customer's personality into the design process through data technology. To get a unique piece of clothing today you need to either buy a custom-made design piece or design it yourself, but that is generally not an affordable option and most people lack the design experience. The Data Dress enables women around the world to order a dress made entirely for them, that reflects the way they live their lives," said Aleksandar Subosic, co-founder of Ivyrevel, in a statement.
The app is currently being beta tested by "global style influencers" including Ivyrevel's co-founder Kenza Zouiten. It'll be available to the public later this year; to stay updated, register at the website.