Ivyrevel, the digital fashion house of H&M Group is partnering with Alphabet Inc (NASDAQ:GOOGL) on a project dubbed ‘Data-Dress.’ As a part of Ivyrevel’s Coded Couture project, the initiative is centered on an Android app that learns about a user and which then goes on to design customized clothing for the user.

“We’re about to change the fashion industry by bringing the customer’s personality into the design process through data technology. The Data_Dress enables women around the world to order a dress made entirely for them that reflects the way they live their lives,” the co-founder of Ivyrevel, Aleksandar Subosic, said in a press release.

Google’s Awareness API

Using the Awareness API of Google, the Data-Dress app can passively monitor the activity and lifestyle of a user. The kind of information that the app collects includes the kinds of activity the user is performing be it running, sitting or walking as well as the location of the user. The app also collects weather information. Google’s Awareness API was released at the 2016 Google I/O developer conference.

Once a user has carried a smartphone which has the Data_Dress app installed for about a week, the app uses the information it has gleaned about the user to make a unique Ivyrevel dress with the help of technology from Google. The dress so designed will be 100% unique in that everything from the patterns to the fabric to the embroidery details will be personalized. Users can then purchase the dress from Ivyrevel.

Testing phase

At the moment the app is in a closed alpha stage where it is being tested by influencers drawn from all over the globe. Kenza Zouiten, the co-founder of Ivyrevel, is among those involved in the testing. While the trial process is currently closed, individuals who are interested in participating in a future trial can sign up. The app is likely to be made available to the wider public in the course of the year. Once the app is launched, prices of the personalized dresses will start at $99.

In Monday’s trading, shares of Alphabet Inc edged up by 0.18% to close the day at $821.62.