Google & H&M’s Ivyrevel Collaborate on ‘Coded Couture’ Customized Fashion with Your Everyday Personal Habits

• comments
• 
• 

No more hard time finding the right dress to put on in a certain event. No more expenses to waste on the wrong dress. This is all thanks to Google and H&M’s collaboration on digitizing fashion in the new age.

As reported by Daily Dot, the partnership of Google with Swedish fashion house, Ivyrevel was made official upon announcing it on New York City's Fashion Week. The two giant companies are working together for a project dubbed as “Coded Couture.”

What’s more is that the Coded Couture is said to bring a “Data_Dress” that is customized perfectly for the user. The said project is mentioned to be an application which could be accessed through a person’s smartphone. It then assesses a person’s personal habits like driving, dancing and walking. The Data Dress also enables a person to choose what the dress would be used for and where it would be worn.

In the ad video of Ivyrevel’s Coded Couture, it was shown that the Data_Dress made for its co-founder Kenza Zouiten was made according to her activity levels. Hence, it is -2 degrees in Stockholm so the dress designed for her was made in black velvet. The diamonds that donned her extravagant dress was placed because of her dancing habits.

Coded Couture is also said to be focused on catering people who have a hard time choosing the right dress due to lack of fashion skills and experience as stated by Aleksandar Subosic, co-founder of Ivyrevel per ZD Net. Subosic also mentioned as well that “The Data Dress enables women around the world to order a dress made entirely for them that reflects the way they live their lives.”

This project is made possible through Google’s Snapshot API which collects data on weather conditions, locations and activities done by a person. Recoded data examples by the Coded Couture app are such as where a person last went and what activity they did. Nonetheless, the Coded Couture project by Google and H&M is said to be just in its beta stage, so it could be expected to be released this year.