Ivyrevel, an online fashion brand created by Swedish blogger Kenza Zouiten and her fiancé in 2013, partnered with Google to create an Android app-based custom design service. The brand, which has its own FashionTech Lab, ambitions to merge fashion creativity with technological innovation.
The Android-based app works with Google’s Awareness API, unveiled during Google’s I/O conference back in May. After the user registers, and agrees to give away its personal data, the app captures its activity: where she hangs out, what she loves to do, where she runs… After what a unique Ivyrevel dress will be designed over the course of a week, using the information of the user’s lifestyle through Google’s technology.
“It’s such an exiting moment. We’re about to change the fashion industry by bringing the customer’s personality into the design process through data technology. To get a unique piece of clothing today you need to either buy a custom-made design piece or design it yourself, but that is generally not an affordable option and most people lack the design experience. The Data Dress enables women around the world to order a dress made entirely for them, that reflects the way they live their lives.” says Aleksandar Subosic, co-founder of Ivyrevel.
Using Google’s technology as part of the design process itself, the Data Dress lets the user see its design evolve as the app captures data and uses this knowledge to translate the user’s lifestyle into a unique design. From material and silhouette to personalised embellishments, the dress will be available worldwide at Ivyrevel’s accessible price range.
The app, currently in Alpha closed stage, is being tested by a selected global influencers, including Ivyrevel’s co-founder and blogger Kenza Zouiten. Over the coming months, other influencers will share stories as their very own Data Dresses are created, and how their lifestyle has been captured by technology in a dress for the very first time. The app, because it uses Google’s API, won’t be available on the App Store anytime soon, but should be launched on Google Play later-on this year.
Post written by Noémie Balmat, Founding editor-in-chief
Interested in the future of fashion through innovation, Noémie Balmat has a valuable four-year experience in international advertising agencies and works with brands as a FashionTech consultant. Currently working for Soon Soon Soon as an Innovation consultant, she launched Clausette.cc in November 2014 to gather inspiring projects linking fashion & innovation in one place. Sensitive to the technological and scientific evolutions, Noémie often speaks at international events, such as the Hyères International Fashion Festival.