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Custom Couture? Thanks to Google, There’s an App for That

Google and H&M backed digital fashion house Ivyrevel are jumpstarting the future of fashion.

The two companies created the Data Dress, a personalized dress designed using a smartphone app. To create the dress, each user’s activities are tracked by the app, and those moves are interpreted into an on-trend and custom Ivyrevel dress design.

Consumers will be able to see their Data Dresses come to life with Google’s innovative technology. First, consumers are asked why they need the dress—like for business, a party or a gala—which helps determine the appropriate silhouette. Over seven days, the app will use data to get to know the consumer’s lifestyle, including their hobbies and places of interest, to design a one-of-a-kind garment. Couture techniques, including personalized embellishments, are tailored throughout the design process to tell each consumer’s story.

Ivyrevel’s Fashion Tech Lab, the powerhouse behind the Data Dress, aims to bridge the gap between couture and today’s digitized retail environment. By merging apparel with technology, consumers can also participate in the garment design process.

“We’re about to change the fashion industry by bringing the customer’s personality into the design process through data technology,” Ivyrevel co-founder Aleksandar Subosic said. “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 will debut in closed beta stage and is being tested by international fashion influencers, including Swedish fashion blogger Janni Delér and Ivyrevel co-founder Kenza Zouiten. The app and Data Dress will be available to the public in late 2017.