Ivyrevel, Google Turn Smartphones into Dress Designers

Digital fashion house Ivyrevel, which is backed by retailer H&M, has unveiled a partnership with Google that will bring couture into the digital age through the "Data Dress."

The personalized dress is designed using a dedicated app that employ's Google's Snapshot API technology to track the user’s activities and lifestyle habits, which are then interpreted into a custom-made Ivyrevel dress available for purchase.

Google is the latest groundbreaking partnership for Ivyrevel, the world's first "digital fashion house," which was founded in 2013 with the goal of merging fashion creativity with technological innovation.

”We're about to change the fashion industry by bringing the customer’s personality into the design process through data technology. 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.

Users simply carry their smartphones wherever they go for a week so the app can collect enough data to evaluate their lifestyles and design an appropriate dress.  Over the course of the week, users can watch the design evolve. Personalized elements will include material and silhouette to unique embellishments. The resulting dresses will be sold at Ivyrevel’s "accessible price level," according to the company.

The app is currently in closed beta stage, and is being tested by "select global style influencers" including Ivyrevel co-founder Kenza Zouiten. (In the video above, Zouiten is depicted creating the first Data Dress.) The app is expected to launch publicly later in 2017.