We've seen dresses that tweet before, but never one as political as this one that displays messages on gender equality, racism, and overpriced rents.
Creative agency Deportivo developed the Internet-connected Twitter Dress as a way to help Sweden's youth be heard at Almedalen Week, an annual political summit that draws thousands of politicians, lobbyists, celebrities, and PR folk to the Swedish island of Gotland.
Deportivo worked with Swedish youth organization Crossing Boarders and mobile provider Comviq to create the LED-flashing dress.
Before the summit, Crossing Boarders recruited 30 "ambassadors" to wear the social-media garment in public in hopes of getting the organization's concerns into the public eye. During the summit, which ended last week, the frock scrolled messages tweeted with the hashtag #Twitterklänning ("Twitter Dress"), as well as texts sent to a toll-free number.
Apparently, the dress had an impact beyond the maker labs where it first lit up. According to a poll by Dagens Media, 46 percent of Almedalen visitors heard about the dress.
"We crashed the party, so to speak," Deportivo says on its site for the tweeting threads.
"The Twitter Dress got a pledge from the minister of equality, Maria Arnholm, on addressing the issue of mandatory education on gender equality for Swedish teachers," Deportivo's Stefan Ronge told The Daily Dot.
Next up: the 2014 G8?