“Coded Couture” Google Partners With H&M’s Ivyrevel

Last year, Google announced the launch of a new “Awareness API” (application program interface) which would allow the company to track users’ activity. After granting permissions to Google, users would be tracked throughout daily activities, locations and even environmental factors such as the weather.

Previously, the application had been used to push suggestions to users, such as a playlist for jogging, or real estate open houses in an interested home-buyer’s immediate location. The application combined data about the user’s preferences and habits to suggest what it deemed to be appropriate activities.

Now, Google has announced a partnership with H&M’s digital platform Ivyrevel. The two companies will launch a new application to put this data to use. Later this year, a Snapshot API will be released. The API will compile the collected data, map it, and convert it into a visible, tangible product.

The product is a dress.

From prices starting at $99, application users will be able to purchase a “data dress” made from the data Google has collected about their personal lifestyle, habits and daily activities.

A variety of styles will be available, ranging from formal and party attire to everyday workwear. Consumers will be given the choice of style, but Google’s application will determine fit and fabric through data relevant to climate and the consumer’s activity level.

Google states the following in its Privacy Terms: “We use the information we collect from all of our services to provide, maintain, protect and improve them, to develop new ones, and to protect Google and our users. We also use this information to offer you tailored content – like giving you more relevant search results and ads.”

Google has not yet released information regarding the use of data collected with the data dress project.

Those interested in testing the product can sign up via Ivyrevel’s website.


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