A renowned advertising agency Ogilvy has unveiled a dress which detects if a woman is touched inappropriately. The ‘Dress For Respect’ has sensors sewn in and these sensors measure where on the body, and when, the wearer is touched.
Ogilvy has collaborated with Swiss beverage company Schweppes to create a video campaign on the same which is garnering great response among the masses.
The technological dress has been tested in nightclubs based in Brazil where 86 per cent of women found harassed. The test run was done by ‘Think Olga’ which is a feminist collective founded by a Brazilian journalist.
According to Think Olga, three women wore this conceptual dress to a club in Sao Paulo city during night time and the gathered data showed that all of them were touched without their consent a whopping 157 times in less than four hours which averages around terrifying 40 or more touches per hour. Certain areas of the body that were touched more than others included the backside, arms and lower back.
Interestingly, the dress does not only sense if the wearer is touched wrongly but it tells the intensity or pressure of that touch as well. This data is collected and is then sent via WiFi to a control centre where the touches can be viewed as a ‘heat map’.
However, the commercial availability of this dress is not yet confirmed and it’s more about raising awareness in the era of #MeToo.
