Google continues to expand the application of user data, and has announced that they are working with digital fashion house Ivyrevel to create personalised dresses for consumers. The catch? If you want to get your hands on one of these ‘data dresses’, you have to download an app and allow Google to track your every move. Built with Google’s Awareness API, the app will customise the dress based on factors like weather and the places you visit. Ivyrevel is calling this revolutionary idea “Coded Couture” and they are hoping to sell the dresses at a starting price of US $99.