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Most people have several options when it comes to the clothes that they wear, including buying the items, having them tailor-made, or inheriting clothing pieces from someone else. However, there has never been a time when clothes are designed based on the information gathered from a person’s daily life. This is exactly what the company H&M Group is trying to do and Google is onboard with the idea.
Through Ivyrevel, the H&M Group’s fashion house, the company is meaning to create an app that will gather information about a user in order to design custom-made clothing for their specific cases, The Verge reports. With the help of Google, the app called Coded Couture is meant to collect data such as the user’s location, the climate, travel habits, and even the events that they attend.
The partnership with Google makes a lot of sense in a technical standpoint as well because of how the Awareness API that the tech giant introduced plays a huge role in making the clothing app functional. The API is meant to track users in exactly the way the Ivyrevel needs, though of course, with the users’ consent.
If successful, the app will be available for Android users and the resulting products will be called a “Data Dress,” Google’s blog post on the matter states. The personalized clothing design works by basically taking all of the information it gathered and use it to determine what type of dress the user needs.
As an example, places with colder climates will obviously merit the inclusion of warm materials and a user who likes to go partying will likely get a design with such features as diamond details or even some sequins. It is worth noting, however, that the dresses won’t be like those featured in sci-fi movies with impossible shoulder pads and tacky fittings.
More than that, it would seem that the clothes will also come with minimal onboard tech. Some might have some lights for effect or a fitness tracker for those who want to keep fit while also having their own individual style.
