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Google partners with H&M Group’s digital fashion house Ivyrevel on a ‘Coded Couture’ project [Video]


New York Fashion Week starts this Thursday and to celebrate, Google has partnered with the digital fashion house, Ivyrevel, on a new project. “Coded Couture” uses Google’s Awareness API — which launched last summer — to monitor a user’s daily habits and activities. The Coded Couture application takes that awareness data and creates a custom Ivyrevel dresses made specifically for the wearer…

The application uses the Awareness API to gain data on a user’s location, weather, physical activity, and monitors when you are close to nearby beacons. All of this data goes into what design, style, and use case the wearer will enjoy most in a dress.

Although the application is still under development, we do have a basic understanding of how it works. When you first set up your profile, you have to tell it if you would like your dress to be used for partying, galas, or business. This is most likely used to decide which style of “digital dress” to create for you.

Over a course of a week, the application will track your daily activities using the Snapshot API. This data includes when and where you eat, what the weather is like where you live, when you go to work or go out to socialize with friends, and much more. All of the data that has been collected can be seen within Ivyrevel’s application.

After the week, the app will collect all of the user’s “context signals” and create a custom dress. Users then can tweak the design as they like and purchase the dress direction from within the Ivyrevel application.

Below are some screenshots of the app in action.

Right now, the application is not finished but is in a closed alpha test. If you’re interested in being a part of a future beta test of the Ivyrevel application, you can sign up on its website as well as read more about the collaboration between the digital fashion house and Google.

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Avatar for Justin Duino Justin Duino

I’m a writer for 9to5Google with a background in IT and Android development. Follow me on Twitter to read my ramblings about tech and email me at Tips are always welcome.