The World’s First Cognitive Dress
The 2016 Met Gala theme—Manus x Machina—invited celebrities to wear tech-themed designs on the red carpet. We wanted to create a dress using technology not as a decoration, but as a creative partner.
We put IBM’s AI, Watson, to work analyzing reams of data. Watson worked with Marchesa to create the first dress that thinks and changes to reflect fan tweets.
how to make a cognitive dress:
On gala night, IBM was more popular than Prada and Gucci. IBM outperformed the Gala’s official sponsor, Apple, by 5 to 1 mentions. Earned media was 20x the investment. The Cognitive Dress made best dressed lists.
57 million social media mentions from millennials
8 million dollars worth of earned media impressions
95% positive social sentiment
Exceeded Instagram brand metrics by 117%
Highest engaged tweet in IBM history
IBM had a larger share of voice than most of fashion's biggest brands on fashion's biggest night.
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Cognitive Dress press: