Google is helping H&M build a dress based on your personal data

Google is helping H&M build a dress based on your personal data 

Google is helping H&M construct a custom dress based on your personal data

Google is teaming up with H&M Group’s digital fashion house Ivyrevel in an attempt to make data fashionable. The two companies are working together on an Android app that’ll track wherever users go, the weather where they live, and whether they’re having casual or formal hangs. With that information, Ivyrevel will design an individualized “data dress” users can buy.

How exactly will the dress visualize data? It’s not totally clear, but based off images, it seems the dress will be fitted for formal or casual occasions and then details on it will be attributed to certain things. So because it’s cold in Sweden, the dress will be made of black velvet, and because the wearer likes to go out dancing, it’ll have diamond details. I guess this kind of makes sense. You just have to have a liberal interpretation of data and be willing to use your imagination.

While the dress itself won’t have much tech in it, like lights or a built-in fitness tracker (at least from what we can tell), Google is very excited about the tech it took to get to the dress. The app relies on Google’s Awareness API, which basically makes use of all the sensors on a phone. It can detect whether a person is walking or driving, it picks up on nearby Bluetooth beacons, knows whether headphones are plugged in, detects exact location, and remembers weather conditions. It’s slightly creepy, sure, but you’re going to have to give up some privacy expectations if you want a customized data dress.

The app is currently in a closed alpha stage but will launch in beta later this year. Ivyrevel says it hopes to start the dress pricing at $99, but that’s subject to change. Are you ready to show the world your data?

OUR VIEW: So much to think about in this intiative. H&M starts to use its logistics super powers to look at customisation at scale. Or is this the beginnings of the wearable skin? Project Jacquard starting to target fast fashion? IOT for fashion moving beyond watches and accessories? All in all this is a great boost for the amazing work being done in this space by entrepreneurs worldwide that you’ve not yet heard of but will finally crack the DNA. As for this initiative, two words of caution: the uncanny valley and version 1 disappointment. But we love it!

Source: Google is helping H&M construct a custom dress based on your personal data – The Verge


Coded Future's founder. Built ASOS Ventures. Pioneered in-game advertising. Videogame developer (50m+ units sold). Retail & FashionTech scout, investor and evangelist.

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