Google Wants to Make You a Customized Dress Using Your Personal Data


At Google I/O 2016, Google introduced a new Awareness API that would allow for smarter applications that could understand where you were, what you were doing, what’s nearby, and even the weather, to more intelligently react to your current situation. Google has now introduced a new application that’s taking advantage of the data collected through the Awareness API in order to design you a dress.

Google has teamed up with H&M’s digital fashion house, Ivyrevel, on a project dubbed “Coded Couture.” Google says that users can consent to have their activity and lifestyle data monitored – through the Awareness API –  to create their own, personalized, custom-made dress that’s ordered through the app. Google is referring to this revolutionary dress as the “Data Dress”.

The Android app being developed now will monitor the person’s daily activity and lifestyle, including things like where they traveled, where they eat dinner or hang out with friends, the typical weather in the area, and more. This information is collected over a week’s time, then used to create a digitally tailored dress that can be bought within the app. Users can also choose which style of dress they want, whether a look for work, parties, or formal events.

Google says that the choice of material, color, decorations, and added details like belt and cuffs are data-driven, as well. For example, the material will be selected based on weather data like the temperature and the fit will be based on the wearer’s activity level. The custom dresses will start at $99, and the app will be released later this year.