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The Cognitive Dress

Ogilvy

The Cognitive Dress

For the 2016 Met Gala, themed Manus x Machina, the fashion house Marchesa worked with IBM’s Watson supercomputer to create the first “cognitive dress.” Watson recommended 35 materials based on criteria set by Marchesa designers. For color, Watson learned the brand’s color palette using compositional analysis and suggested colors based on the emotions the designers wanted to elicit. During the gala itself, Watson gathered the text of hashtagged tweets and changed the colors on the dress’s embedded LED lights in order to match the mood on Twitter.

Creators: IBM Watson, Marchesa
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