Google wants to use your data for custom dresses

Just in time for the New York Fashion Week, Google has announced a partnership with H&M's digital fashion house Ivyrevel to use costumer data for customised clothing. The project - branded "Data dress" - is based on Google's Awareness API which was launched last year to monitor and track users' daily habits and routines.This data will be collected by an app built on the API in collaboration with Ivyrevel, which will "passively monitor each user's daily activity and lifestyle with their permission," according to a blog post by Google.After a week of data collection, algorithms will create a digitally tailored dress that users can then purchase. According to Google, "the Android app is launching in closed alpha stage, and is currently being tested by selected global style influencers including Ivyrevel's co-founder Kenza Zouiten."