Weaving Cognitive into Couture: Watson and Marchesa Collaborate for the Met Gala

Throughout history, we’ve seen traces of technology enabling humans to create – from Da Vinci’s use of the camera obscura to Caravaggio’s work with mirrors and lenses. Today, cognitive systems like Watson are giving artists, designers and creative minds the tools to make sense of the world in ground-breaking ways, opening up new avenues for humans to approach creative thinking.

On Monday, at the Manus x Machina-themed Met Gala, IBM and Marchesa will unveil a cognitive dress, a first-of its-kind garment with cognitive inspiration woven into every step of the creative process – from concept and R&D, to design and finished product. This collaboration showcases the creative potential of building with Watson, and the ability of this technology to enhance human imagination.

The dress’ cognitive creation relies on a mix of Watson APIs, cognitive tools from IBM Research, solutions from Watson developer partner Inno360 and the creative vision from the Marchesa design team. In advance of it making its exciting debut on the red carpet, we’d like to take you on the journey of how man and machine collaborated to create this special dress.

Rooted in the belief that color and images can indicate moods and send messages, Marchesa first selected five key human emotions – joy, passion, excitement, encouragement and curiosity – that they wanted the dress to convey. IBM Research then fed this data into the cognitive color design tool, a groundbreaking project out of IBM Research-Yorktown that understands the psychological effects of colors, the interrelationships between emotions, and image aesthetics.

This process also involved feeding Watson hundreds of images associated with Marchesa dresses in order to understand and learn the brand’s color palette. Ultimately, Watson was able to suggest color palettes that were in line with Marchesa’s brand and the identified emotions, which will come to life on the dress during the Met Gala.

Once the colors were finalized, Marchesa turned to IBM partner Inno360 to source a fabric for their creation. Using Inno360’s R&D platform – powered by a combination of seven Watson services – the team searched more than 40,000 sources for fabric information, narrowing down to 150 sources of the most useful options to consider for the dress.

From this selection, Inno360 worked in partnership with IBM Research-Almaden to identify printed and woven textiles that would respond well to the LED technology needed to execute the final part of the collaboration. Inno360 was then able to deliver 35 unique fabric recommendations based on a variety of criteria important to Marchesa, like weight, luminosity, and flexibility. From there, Marchesa weighed the benefits of different material compositions, weights and qualities to select the final fabric that suited the criteria for their dress and remained true to their brand.

The final cognitive thread in the collaboration weaves technology into the very fabric of the dress, enabling Met Gala enthusiasts to join the cognitive conversation on the red carpet. Using Watson Tone Analyzer, the dress will tap into social sentiment from Twitter users on the cognitive dress, extracting context around the tone of their messages. The dress, embedded with LED lights, will change colors in real-time as the public conversations around the Met Gala unfold online.

The IBM and Marchesa collaboration is just one example of how cognitive computing is unlocking creativity and discovery. This underlying technology is enabling discoveries in industries far removed from fashion, such as pharmaceuticals, engineering, environmental and ecological exploration, and more. This collaboration provides a look at a not-so-distant future where cognitive technologies are intrinsic in everything we do and create.

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Samantha Klein

BEYOND excited to see the cognitive creation on the red carpet Monday night!

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Amanda Green

Love it! Can’t wait to see who is wearing it

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Iselhi Espinosa

I can’t wait to see the #CognitiveDress at the #MetGala

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Elizabeth Rowland

Thanks, Lylia,
I am looking forward to the unveiling.

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Wilfrido Molina

Amazing! SIMPLY AMAZING!

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[…] na passadeira vermelha do Metropolitan Museum of Art, em Nova Iorque, serve de palco para a apresentação da mais recente criação da gigante tecnológica IBM e da Marchesa Fashion: um vestido […]

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[…] a blog post IBM explained that Marchesa selected five key human emotions – joy, passion, excitement, encouragement and […]

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[…] a blog post IBM explained that Marchesa selected five key human emotions – joy, passion, excitement, encouragement and […]

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[…] a blog post IBM explained that Marchesa selected five key human emotions – joy, passion, excitement, encouragement and […]

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[…] “Using Watson Tone Analyzer, the dress will tap into social sentiment from Twitter users on the cognitive dress, extracting context around the tone of their messages,” said IBM. […]

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Simran

Processing reactions to a dress real time ! Totally fantastic#WATSON is here to change the world!

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[…] een blogpost legt IBM uit hoe Watson te werk is gegaan bij het ontwikkelen van de jurk. Zo is het systeem onder […]

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[…] IBM thinks of experimenting with the wedding of cognitive computing and fabrics. The tech giant collaborated […]

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[…] Technology. Thoroughly embracing this modern marriage are IBM and Marchesa, who debuted a so-called “cognitive dress” on supermodel Karolina […]

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Trena Minudri

Love the innovation here. Watson may become quite a name in fashion! :-)

http://www.refinery29.com/2016/05/109768/karolina-kurkova-ibm-watson-marchesa-dress-met-gala-2016

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[…] Technology. Thoroughly embracing this modern marriage are IBM and Marchesa, who debuted a so-called “cognitive dress” on supermodel Karolina […]

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[…] Technology. Thoroughly embracing this modern marriage are IBM and Marchesa, who debuted a so-called “cognitive dress” on supermodel Karolina […]

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[…] Technology. Thoroughly embracing this modern marriage are IBM and Marchesa, who debuted a so-called “cognitive dress” on supermodel Karolina […]

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[…] Technology. Thoroughly embracing this modern marriage are IBM and Marchesa, who debuted a so-called “cognitive dress” on supermodel Karolina […]

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[…] Technology. Thoroughly embracing this modern marriage are IBM and Marchesa, who debuted a so-called “cognitive dress” on supermodel Karolina […]

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[…] To develop this unique garment, IBM Watson analyzed hundreds of Marchesa design images to become familiar with the label’s color palette, and tied this data with the analysis of social media sentiment. Learn more about the processhere  […]

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[…] To develop this unique garment, IBM Watson analyzed hundreds of Marchesa design images to become familiar with the label’s color palette, and tied this data with the analysis of social media sentiment. Learn more about the processhere  […]

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[…] jointly by Marchesa and IBM Watson. The details of this machine/human collaboration is on the IBM website. Here is a short video outlining the roles played by Watson in the design process, which seemed to […]

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[…] One of the designers of Karolina Kurkov’s Met Gala gown wrote in to Adafruit letting us know that all the parts used were from us! The dress turned out beautifully and it was very exciting to see Adafruit products at such a big event. We also spy a Particle Photon! You can read more about the dress here. […]

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[…] To develop this unique garment, IBM Watson analyzed hundreds of Marchesa design images to become familiar with the label’s color palette. Tied this data with the analysis of social media sentiment. Learn more about the processhere  […]

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[…] To develop this unique garment, IBM Watson analyzed hundreds of Marchesa design images to become familiar with the label’s color palette, and tied this data with the analysis of social media sentiment. Learn more about the processhere  […]

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[…] To develop this unique garment, IBM Watson analyzed hundreds of Marchesa design images to become familiar with the label’s color palette, and tied this data with the analysis of social media sentiment. Learn more about the processhere  […]

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[…] To develop this unique garment, IBM Watson analyzed hundreds of Marchesa design images to become familiar with the label’s color palette, and tied this data with the analysis of social media sentiment. Learn more about the processhere  […]

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[…] Thoroughly embracing this modern marriage are IBM and Marchesa, who debuted a so-called “cognitive dress” on supermodel Karolina […]

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[…] a cognitive dress worn by super-model Karolina Kurkova at the Met Gala in New York City.In a blog post on the collaboration, Ann Rubin, IBM vice president of Branded Content and Global Creative, said […]

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[…] Sources: Met Museum, Marchesa’s Instagram, IBM’s Twitter, IBM’s blog, Particle […]

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[…] Puede leer más sobre el proceso que llevó a la vida este vestido impresionante en la Blog de IBM . Anna Ewers en Hugo […]

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[…] getting closer to that reality– this year, IBM’s Watson helped fashion firm Marchesa design a dress for the Met Gala, suggesting directions for colors and […]

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[…] getting closer to that reality– this year, IBM’s Watson helped fashion firm Marchesa design a dress for the Met Gala, suggesting directions for colors and […]

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[…] inspiring talks in the form of cognitive computing by Justin Norwood of IBM, whose described the process behind the making of the Marchesa X IBM Watson dress for the Met Gala’s Manus and Machina theme this […]

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[…] recipes. It also assists artists and helped one color coordinate a mural, and another make a cognitive dress for the Met Gala in New York. Now researchers are working to make the system capable […]

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[…] While IBM Watson is an expert at tackling business and societal challenges like water shortages in California, cognitive systems can also be creative – from testing ingredient combinations and creating unusual recipes to helping designers consider unique combinations of colors and fabrics for a new cognitive dress. […]

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Kendra Beachem-Richardson

I saw the Met Gala gown in the newspaper. I would love to model the gown or any other gowns or fashion that IBM has. I have been a Victoria Secret 0nline model twice. I would love to have a chance to model your fashion at anytime. Creating a lavender gown with flowers that light up was a great idea. The gown is sexy but yet holds a sense of class that will outshine other gowns. My phone number is 734-624-2577. Thank you very much for the creation. I am on Instagram: Kendra Beachem-Richardson.

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[…] Earlier this year, IBM collaborated with Marchesa to create a first-of-a-kind cognitive dress for the Manus x Machina-themed Met Gala. Not only did Watson provide inspiration on the dress design, but technology was also woven into the very fabric of the dress. Embedded with LED lights, the dress changed colours in real-time as Watson Tone Analyzer tapped into the social sentiment from Twitter during the Met Gala event. […]

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