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The hottest designer at the next Fashion Week may well be your smartphone.

H&M Group's digital fashion house, Ivyrevel, is working on a collaboration with Google called the "Data_Dress." The project is based around an Android app that learns about a user and designs a personalized garment for them. It's part of the Coded Couture project by Ivyrevel.

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"We're about to change the fashion industry by bringing the customer’s 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".

Credit: ivyrevel

The Data_Dress app is simple to use. It uses Google's Snapshot API, which allows an app to passively monitor a user’s daily activity and lifestyle. It collects information such as location, what kind of activity the user is performing—like walking, sitting or running—and the weather in the area.

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By simply carrying your phone for a week, the app learns about your lifestyle and designs a unique Ivyrevel dress using Google's technology. The phone then creates a dress with a unique pattern, personalizing everything from material and silhouette to embroidery details using the story captured by the app. The Data_Dress will then be available via Ivyrevel for purchase.

The app is currently in a closed alpha stage. It's being tested by influencers around the world, including Ivyrevel's co-founder and fashion blogger Kenza Zouiten.

This video by Ivyrevel follows Kenza around her activities for a week, and shows the dress that the app designs for her:

Per Ivyrevel, the app will be more widely available later this year. The app is the first of its kind and offers a glimpse into the future of technology-powered fashion.

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TopicsGoogle