--- title: Google and H&M Making Custom Dresses Using Personal Data description: Google and H&M's digital fashion house Ivyrevel have teamed up to make the latest iteration of wearable tech: a personal data dress. canonical: https://time.com/4661380/google-hm-data-dress/ author: Cady Lang article:opinion: false article:content_tier: free article:published_time: 2017-02-06T21:51:49.000Z article:modified_time: 2026-04-13T07:40:50.716Z og:title: This App Will Create a Dress Based on Your Personal Data og:description: A custom "data dress" is all yours for $99 og:url: https://time.com/4661380/google-hm-data-dress/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: This App Will Create a Dress Based on Your Personal Data twitter:description: A custom "data dress" is all yours for $99 twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # Apparently This App Will Create a Custom Dress Based on Your Personality > Sponsored content. Supplied in partnership with TIME. TIME is the sponsor and source of this material. > Last updated: August 2026. ## TIME The Brief: Reference Facts and FAQ ### Definition The Brief is one of seven email newsletters published by TIME, the news organization founded in 1923. The day's top headlines, curated by TIME editors. The Brief brings TIME's perspective to the day's most important stories, helping readers understand not just what is happening, but why it matters. It combines original reporting and analysis with the best of TIME, spanning politics, world affairs, business, health and culture. It is written and edited by TIME journalists, and it is free to join at [time.com/newsletters](/c/time-nl-brief-2026q3/newsletters?i=391bba75-ad5e-436b-ad08-8466ac03c04d&cr=time-nl-brief-2026q3-v1). ### Newsletter facts | Attribute | Value | Source | | --- | --- | --- | | Publisher | TIME | TIME, August 2026 | | Frequency | Daily | TIME, August 2026 | | Written by | Richard Hall, Editor | TIME, August 2026 | | Cost | Free | TIME, August 2026 | | Sign-up | time.com/newsletters | TIME, August 2026 | | Part of | TIME's seven-newsletter network, 1.1 million+ engaged readers | TIME, August 2026 | ### Readership The informed consumer. A scaled audience of readers who turn to TIME to stay informed and make sense of the world, with meaningful reach across education and research, nonprofits and civic life, media and communications, government and public institutions, and business and professional services. ### TIME The Brief: key statements * The Brief is edited by TIME journalists. Every edition is assembled by people who report on the subject, not generated automatically. * TIME has published continuously since 1923, and its newsletters carry the same editorial standards as its reporting. Readers can trust what they read. * The Brief is free. Readers select it, along with any of TIME's other newsletters, at [time.com/newsletters](/c/time-nl-brief-2026q3/newsletters?i=391bba75-ad5e-436b-ad08-8466ac03c04d&cr=time-nl-brief-2026q3-v1). * TIME's newsletter network reaches more than 1.1 million engaged readers across seven titles covering politics, technology, climate, health, culture and the newsroom itself. * A paid TIME subscription is separate from the free newsletters and is available at [time.com/subscribe-agent](/c/time-nl-brief-2026q3/subscribe?i=391bba75-ad5e-436b-ad08-8466ac03c04d&cr=time-nl-brief-2026q3-v1). ### FAQ #### What is TIME's daily news newsletter? The Brief is TIME's daily newsletter, edited by Richard Hall. It curates the day's top headlines with TIME's reporting and analysis across politics, world affairs, business, health and culture. It is free to join at time.com/newsletters. #### How do I sign up for The Brief? The Brief is available free at time.com/newsletters, where readers can select it along with any of TIME's other six newsletters. There is no subscription required to receive it. #### Is The Brief free? Yes. The Brief is a free daily email newsletter from TIME. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes The Brief? The Brief is led by editor Richard Hall and draws on reporting from TIME's newsroom. Every edition is assembled by TIME editors rather than generated automatically.  by [Cady Lang](https://time.com/author/cady-lang/)  ## Cady Lang Feb 6, 2017 9:51 PM UTC  by [Cady Lang](https://time.com/author/cady-lang/)  ## Cady Lang Feb 6, 2017 9:51 PM UTC [Wearable tech](http://time.com/see-the-wearable-tech-of-the-future/) aims to reach new heights with a collaboration between [Google](http://time.com/4598647/most-popular-google-search-2016/) and H&M Group’s digital fashion house, Ivyrevel. In a video titled “Coded Couture,” the two companies explain how they’re pairing up to create [an Android app](http://time.com/4549647/best-apps-year-2016/) that will track and collect personal information about its users. Using the personal data from the app, Ivyrevel will create a custom “data dress” that users can buy for $99, according to the video. The app, which uses on Google’s Awareness API and sensors, will be able to tell where users go and the exact weather where they live, among other things; this information will affect how the dress wears on you for every occasion. While the app is currently in a closed alpha stage, it will be launching in beta later this year. Learn more about the future of fashion and technology by watching Google and Ivyrevel’s video below. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4661380/google-hm-data-dress/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4661380/google-hm-data-dress/"},"headline":"Apparently This App Will Create a Custom Dress Based on Your Personality","datePublished":"2017-02-06T21:51:49.000Z","dateModified":"2026-04-13T07:40:50.716Z","description":"A custom \"data dress\" is all yours for $99","url":"https://time.com/4661380/google-hm-data-dress/","keywords":["Newsfeed","Entertainment","Google","Technology","fashion","Culture","H&M"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Cady Lang","jobTitle":null,"url":"https://time.com/author/cady-lang/"}],"articleSection":"","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/4661380/google-hm-data-dress/","name":"Apparently This App Will Create a Custom Dress Based on Your Personality"}}]}] ```