Watson And Marchesa Collaborate

May 3, 2016

Weaving Cognitive Into Couture: Watson And Marchesa Collaborate At The Met Gala

By Ann Rubin, IBM


Last night on the Met Gala’s red carpet, supermodel Karolina Kurkova wore a first-of-its-kind garment with cognitive inspiration woven into every step of the designer gown — and its creative process.


The Met Gala is the Metropolitan Museum of Art’s annual fundraising event to benefit the Met’s Costume Institute and to celebrate the opening of its annual fashion exhibit. This year the theme is “Manus x Machina: Fashion in the Age of Technology.”


IBM and couture designer Marchesa unveiled a cognitive dress that fit the Met Gala’s the “Manus x Machina” theme and used cognitive technology — from concept and R&D to design and finished product. This collaboration showcased the creative potential of building with Watson, and the ability of this technology to enhance human imagination.


The designer dress had wearable technology with purple lights that lit up when Twitter users typed #MetGala and got rave reviews from E! Entertainment commentators.


The dress’ cognitive creation relied 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. Having made 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…



Ann Rubin is Vice President of Branded Content and Global Creative at IBM.


To learn more about the new era of business, visit


A version of this story has appeared on IBM’s THINK blog.


For the full article, visit

"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 it down to 150 sources of the most useful options to consider for the dress."
– Ann Rubin, Vice President of Branded Content and Global Creative at IBM