For users, the Data Dress app will work quite simply. You carry your phone wherever you go, and the app will collect data on your lifestyle. The technology then processes the data and designs a dress based on how you live your life.
The Ivyrevel dress is designed over the course of the week and the result is a unique design. As the week goes on, users are able to see the design of the dress evolve.
“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, in a press release.
The app is currently in the closed beta stage, meaning its being tested by only a handful of people, including so-called “influencers” and the co-founder of Ivyrevel, Kenza Zouiten. It will launch to the public later this year.
Ivyrevel, which is supported by the H&M group, claims to be the first digital fashion house, and was founded in 2013. The company’s use of analytics in fashion isn’t the first time a dress has utilized large amounts of data to make a statement.
In May 2016, IBM’s artificial intelligence system Watson co-designed a dress worn by model Karolina Kurkova to the Met Gala in New York. Kurkova’s dress was fitted with LED lights, which changed colors based on the analysis of the social media accounts of the other designer, Marchesa.