Google and H&M partner on Coded Couture dress designed using consumer data

The Google x H&M Ivyrevel Coded Couture dress

The Google x H&M Ivyrevel Coded Couture dress

Google has teamed up with H&M’s Ivyrevel line to create custom-made dresses for its consumers based on their personal data.

The initiative is based on Google’s Awareness API, which through a new Android app, monitors the individual’s context signals; their activity and environment, including where they are, what they’re doing, what the weather is like and what else is nearby.

More specifically, Coded Couture as the project is called, or indeed the “Data Dress”, uses the Snapshot API to monitor that information (with the user’s permission) for a week. An algorithm then creates a digitally tailored dress design for the user to purchase within the app.

The Google x H&M Ivyrevel Coded Couture app

The Google x H&M Ivyrevel Coded Couture app

In reality, the result is a dress with a series of routes and points of interest marked out on it as a pattern – a digitally-enabled recreation of some real-life memories.

But other choices help influence the design too, such as whether you want the style to suit work, parties or formal events. And things like the material, colour and embellishment, as well as detail like belt and cuffs are all data-driven also. For example, the material will be selected based on weather data like the temperature and the fit will be based on the wearer’s activity level, TechCrunch explains.

“It’s such an exiting moment,” Ivyrevel co-founder, Aleksandar Subosic, said. “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.”

The app is in closed beta currently and being tested by a number of influencers, but those interested can also sign up to join a later trial before the broad public release. The dresses will reportedly start at $99.