Marchesa and IBM Watson design the cognitive dress


WHEN YOU WERE YOUNG AND
YOU’D IMAGINE A DRESS THAT WOULD DO THINGS THAT
WERE A LITTLE OTHERWORLDLY. THE IDEA THAT FABRICS
COULD CHANGE COLORS, OR THAT LIGHTS CAN COME ON, IT HAS THIS MAGICAL COMPONENT,
NOW THIS IS POSSIBLE. WE WERE APPROACHED BY IBM AND WE HEARD ABOUT WATSON
AND WATSON’S CAPABILITIES, IT JUST REALLY
EXCITED US ON A
CREATIVE LEVEL, THINKING, “MY GOSH
WHAT ARE THE
POSSIBILITIES HERE?” WATSON LEARNS LIKE HUMANS DO,
THROUGH SENSES, EXPERIENCES AND NEW ITERATIONS
OF WHAT IT’S DONE. WATSON CAN LOOK AT TEXT,
VIDEO DATA, IMAGES, TAKING WHAT THE FANS
ARE SAYING IN TEXT
ABOUT THE DRESS AND IT’S UNDERSTANDING
THE EMOTIONS UNDERNEATH. WE HAD AN IDEA ABOUT THE DRESS, WE HAD MULTIPLE
CRITERIA FOR WATSON, LIKE FABRIC AND THE
WEIGHT AND HOW WE CUT, AND BASED ON ALL
THESE PARAMETERS WATSON MADE A
FEW SUGGESTIONS. AT MARCHESA, WE’RE
VERY HANDS-ON HERE
SO IT MAY BE ABOUT FINDING A MATERIAL
THAT CAN BE LIKE
A SILK OR AN ORGANZA, THEN ITS TRYING TO WORK OUT
WHAT YOU’RE GOING TO DO WITH IT, HOW YOU’RE GOING TO
MAKE IT DIFFERENT HOW YOU’RE GOING TO
MAKE IT COME ALIVE. ACROSS ANY PROJECT WE
TAKE ON WITH WATSON, IT IS A PARTNERSHIP
BETWEEN MAN AND MACHINE. WITH THE MARCHESA PROJECT,
WHILE WATSON CAME IN AND MADE A LOT OF
ASSISTIVE RECOMMENDATIONS, ULTIMATELY IT WAS
MARCHESA DESIGNERS WHO WERE MAKING THE KEY
DECISIONS ABOUT THE DRESS. WE REALLY FELT THAT WATSON JUST
ENABLED US TO DO OUR JOB BETTER. WE FED HUNDREDS OF IMAGES OF
MARCHESA DRESSES INTO WATSON AND WATSON CAME BACK AND
REALLY GAVE US GUIDELINES OF WHICH DIRECTION
WE SHOULD GO IN, WHICH COLOR STORIES
WE SHOULD TAKE, AND IT HAD BEEN SEGREGATED INTO
SEVERAL DIFFERENT EMOTIONS. SEEING ONE OF OUR DRESSES
THAT WAS ABLE TO RESPOND AND COMMUNICATE WITH
EVERYONE OUT THERE, WAS REALLY SOMETHING WE NEVER
THOUGHT WE’D EVER SEE. IT’S A PIECE OF ART AND SOMETHING THAT’S ALMOST
LIVING AND BREATHING. IT WAS TRULY EXTRAORDINARY.

10 thoughts on “Marchesa and IBM Watson design the cognitive dress

  1. "Watson learns like humans do…" – Eh, I know that's said so that even a seventy year old grandma will understand the commercial, but… it's going to cause problems for the seven year olds that are tomorrow's future. Let's focus on telling it like it is so that people actually get an accurate understanding?

  2. wow you guys killed this video.. so beautiful and amazing, perfect music and such quality!! I can only hope I can land a client who values quality and beauty in their production! !!

  3. We all sometimes tend to interresser to things without interest, but the amount of useless, trivial objects and / or unnecessary and ruinous yet placed on the market to women is legendary.

    Fortunately they are not all so superficial !

  4. This is just a brilliant idea that has come full circle.I mean you take your partner to a Dance or Club she or he is wearing a Marchesa cognitive dress or suite. I can think of joy, laughter, physical tiredness etc., that can be displayed in various colours and lighting systems. Wow just super!

Leave a Reply

Your email address will not be published. Required fields are marked *