Google, H&M’s Ivyrevel team up to make dresses based on your personal data from a smartphone App

Leading global clothing brand H&M is launching eight new ways for customers to get connected to fashion and H&M.

Ivyrevel, an H&M Group’s digital fashion house is working on a collaboration with Google called the “Data_Dress.” A part of the “Coded Couture” project by Ivyrevel, it is based around an Android app that learns about user’s unique lifestyle and preferences and designs a personalized garment for them. In other words, it will make different types of clothes for your different activities based on what you do during the day.

“We’re about to change the fashion industry by bringing the customers 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”.

The Data_Dress app is simple to use. Users can consent to have their activity and lifestyle data monitored – by way of the Awareness API – to create their own, personalized, custom-made dress that’s ordered through the app.

According to Google, “Currently under development, the Android app specifically uses the Snapshot API within the platform to passively monitor each user’s daily activity and lifestyle with their permission. Where do you regularly eat out for dinner or hang out with friends? Are they more casual or formal meetups? What’s the usual weather when you’re outside? After the course of a week, the user’s context signals are passed through an algorithm that creates a digitally tailored dress design for the user to purchase.”

Currently, the moment the app is in a closed alpha stage, but will be launched in beta later this year. Ivyrevel has invited interested parties to sign up for a trial ahead of its public release, expected for Fall 2017.