IBM Watson

In a first-of-its-kind collaboration, IBM Watson worked with design house Marchesa to create a “Cognitive Dress”: a gown that changed color in response to social media. As the official publishing partner, our studio documented the creation of the dress from research to red carpet. Through custom photography, and interviews with Marchesa’s Georgina Chapman and IBM researchers, we produced a long-form post that made a cognitive computing story relevant to the Cut’s fashion-forward audience. After our initial report, the story expanded: with real-time social content during the Met Gala, where the dress debuted, and post-event recap imagery.

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