Tech In Fashion: Introducing The Data Dress By GoogleXIvyrevel

Numerous tech innovations are pushing the boundaries and changing the face of wearable technology in the fashion industry.

Google, in collaboration with Ivyrevel an H&M-backed online fashion house, developed an app that designs personalized clothes based on data collected from users' smartphones.

The DATA DRESS is the first product from ‘coded couture’, the app developed by Google and Ivyrevel.

The app uses Google’s Awareness API which facilitates the collection of data such as location, local weather, and daily activities over a weekly period. The Swedish brand app then uses the personal data collected by Google to create bespoke dresses.

Cold weather? The app chooses heavier materials. Moving a lot, the app suggests loss-fitting clothing to suit your daily activities.

The catch is that, for the app to design clothes that completely represent and suit the users' lifestyle, they must carry their smartphones everywhere and at all times.

To remain true to their philosophy of turning high-tech clothing from science-fiction into affordable reality, the duo proposed selling each dress for $99.

This innovative tech is relevant because it reduces the risks of returns that affect online shopping since consumers are able to order dresses made specifically for them.