IVYREVEL DATA DRESS

TitleIVYREVEL DATA DRESS
BrandIVYREVEL
Category A01. Creative Data Enhancement
Product/ServiceIVYREVEL DATA DRESS
Entrant MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation GOOGLE CREATIVE LAB Mountain View, USA
Idea Creation 2 IVYREVEL Stockholm, SWEDEN
Production MEDIAMONKS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Google Zoo Amsterdam Google Zoo Amsterdam Concept Creation
IvyRevel IvyRevel Fashion Company and Influencer
MediaMonks MediaMonks Creative Production Partner

The Campaign

We came up with the idea of the Data Dress which enables women around the world to order a dress made entirely for them and that reflects the way they live their lives. Simply turn your movements into data, and then use the data to create a style unique to you. Never before has data been used in such a way within the fashion industry. In addition to a unique fashion concept, the Data Dress is also an original collaboration between fashion, technology and creativity.

The Data Dress instantly got picked by tech and fashion bloggers alike, resulting in more than 20,000 people from all over the world pre-registering to get their own Data Dress. It was further selected as one of the best 25 moments from the past 20 years of digital advertising in the UK.

The Data Dress is an innovative fashion concept by Ivyrevel that uses data in a whole new way. Rather that simply inform customers, the app uses data to create a truly unique, and on-trend, custom-made Ivyrevel dress.

The data dress app uses Google’s Awareness API, and tracks different signals from your phone: time, location, place types (restaurant, etc), activity (walking, running, biking) and weather. It tracks this over a period of time of your choice, and then turns these signals into a unique, hyper-personalized dress design. The Awareness API unifies 7 location and context signals in a single API, enabling us to gather data that is context-based with minimal impact on the smartphone’s battery. Combining these context signals with the Ivy brand allows us to create a hyper-personalised dress for each user. Further, the app allows you to show even more of your lifestyles by generating personalized embellishments you can add to your dress based on types of places you visit.