New York Fashion Week is upon us, and the innovations in women’s fashion are sure to surprise and delight the many editors, buyers, fellow designers, and celebrities that attend the designers’ shows over the next week. The fashions shown in New York often feel inaccessible and sometimes outrageous, but what if a designer could create the perfect dress for you? Google and designer Ivyrevel, a digital fashion house that is supported by H&M, intends to do just that, through an application (app) that will be available on your smartphone later this year.
Ivyrevel touts itself as the world’s first digital fashion house, and it was founded in 2013. It has partnered with Google to create the “Data_Dress,” which is a personalized dress which is designed through an Android smartphone app, that the companies developed. According to a press release from Ivyrevel, “The app tracks each user’s activity and lifestyle which is then interpreted into a truly unique, and on-trend, custom-made Ivyrevel dress.” The app will utilize “awareness” tools that have been created by Google to gather data over the course of one week; including a user’s location, physical activities, and the weather. This data goes through an algorithm to design a custom dress for the user. Prices for the “Data_Dress” will start at $99. The price for the app download has not been released. The app will be released later this year, but one may register on Ivyrevel’s website now for a chance to download the app during Beta testing, and to win a free “Data_Dress.”
Ivyrevel’s Fashion Tech Lab is certainly on the forefront of technological advances in bringing fashion to the future; but think about how they will accomplish this using the “Data_Dress” app. The app will track data from a user’s smart phone, so presumably the user will need to give the app permissions to access the data from their phone. The app will track the user’s location, allowing Google and Ivyrevel to know where users are 24 hours a day, for a seven day period. The app will track the user’s activities, and to do this, it is plausible to think that it may accomplish this through the use of other apps, such as social media apps, exercise trackers, the calendar on one’s phone, and possibly others. The exact details of the app and it’s use of additional data, apps or programs, is unknown at this time, but users should carefully consider the permissions they are granting for the “Data_Dress” app to access other programs and apps on their phones, which could reveal a wealth of personal information. In a world where personal information should be protected and guarded, people are far too eager to share it. I would encourage you to read the fine print in any app that you may download on your smartphone, and carefully consider the permissions you may be granting to the app and it’s developer.
Coco Chanel once said, “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street. Fashion has to do with the ideas, the way we live, what is happening.” The “Data_Dress” has embraced this notion, and it will be interesting to see how Ivyrevel and Google handle the privacy challenges that will come with such a unique and innovative concept.
Ivyrevel’s website on Coded Couture can be found at http://www.ivyrevel.com/us/codedcouture/codedCouture.html