H&M Group’s digital fashion house, Ivyrevel, is partnering with technology giant, Google, to bring fashion design into the digital age with Data_Dress.
Data_Dress is a personalised dress designed using a smartphone app. The app tracks each user’s activity and lifestyle which is then interpreted into a truly unique, and on-trend, custom-made Ivyrevel dress. It’s part of the Coded Couture project by Ivyrevel.
The Data_Dress is an initiative from Ivyrevel’s Fashion Tech Lab, committed to shaping the future of fashion. “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,” says Aleksandar Subosic, co-founder of Ivyrevel.
This is how the Data_Dress app will work:
Simply carry your phone wherever you go, and over the following week the app will use data technology to get to know your lifestyle. Where do you hang out? What do you love to do? A truly unique Ivyrevel dress will be designed over the course of a week, using this knowledge of your lifestyle through Google’s technology.
The statement dress is already at the heart of the Ivyrevel look, a style that’s polished, bold and extrovert. The Data Dress takes a giant leap forward, using Google’s technology as part of the design process itself. As the week goes by, users will be able to watch the design of their dress evolve, as the app gets to know them even better and uses its knowledge to translate their lifestyle into a Data Dress. It’s about couture techniques tailored to your story, from material and silhouette to unique details such as personalized embellishments. Importantly, the resulting Data_Dress will be available worldwide at Ivyrevel’s accessible price level.
The app is launching in closed beta stage, and is currently being tested by selected global style influencers including Ivyrevel’s co-founder, Kenza Zouiten. The film below follows Kenza as she creates the first ever Data_Dress. Over the coming months, other influencers will share stories as their very own Data Dresses are created, and how their lifestyle has been captured by technology in a dress for the very first time. The app launches to the public later this year.
https://www.youtube.com/watch?v=PUlF3rW8flU
