Yeah, that’s right. You know #thatfeeling when you rock up to a party and find that someone else is wearing the exact same outfit as you? Yeah, we’ve all been there and it really sucks.

But fear not, Ivyrevel have come to the rescue. So who is this hero, you may ask?

In a partnership with Google, the Swedish digital fashion house and part of the H&M Group Ivyrevel is currently taking personalisation to the next level with their coded couture item the Data_Dress. The partnership was announced during New York Fashion Week earlier in February.


So now you probably wonder, “What on earth is a ‘Data_Dress’?” Let me fill you in, because it’s pretty cool.

“The Data_Dress takes a giant leap forward, using Google’s technology as part of the design process itself”, as described in one of Ivyrevel’s Instagram posts.

Still confused? Don’t worry, so was I. Like, would I trust in Google to design me a fabulous dress? – Nah, probably not. I had to take a deeper look into this Data_Dress to be convinced that this tech-meets-fashion collaboration was noteworthy.

“Currently under development, the Android app specifically uses the Snapshot API within the platform to passively monitor each user’s daily activity and lifestyle with their permission. Where do you regularly eat out for dinner or hang out with friends? Are they more casual or formal meetups? What’s the usual weather when you’re outside? After the course of a week, the user’s context signals are passed through an algorithm that creates a digitally tailored dress design for the user to purchase.”
In the app you can watch the design of your dress unfold as you’re going places, seeing things and meeting up with people.

Pretty damn cool, right? I mean, a dress that is literally unlike any other. A dress that gets to know you. Going to a party with thousands of other people? No worries at all, your dress is the only one of its kind in the whole entire universe. Let’s hope they expand their range to other fashion items too. A one of a kind tee? Yes please. 

Tempted to get started on your coded couture? Hold your horses, it’s still being trialled out by a few selected fashionistas, but it’s rumoured that it’ll be available to all later this year!!