Equinix has partnered with designer Maximilian Raynor to make a dress from repurposed data center equipment.

The company said the garment, which appears to primarily be made out of cables, took some 640 hours to make.

“By bridging the gap between physical and virtual, we wanted to create something tangible that works as a unique talking point to highlight the many thousands of connections that are created by Equinix to support economies and societies every day," Bruce Owen, Equinix's EMEA president, told DCD.

"The design pays homage to the physicality of the vital infrastructure that makes up the Internet. Rather than some sort of weird magic or unexplainable force that just happens to work, it’s a physical, intricate network of cables, traversing land and sea and creating physical connections housed in Equinix data centers worldwide."

The equipment and photoshoots came from Equinix's data centers in London, UK.

"Ultimately, this is a lighthearted way of exploring something important - we want the campaign to showcase the Internet’s real-world impact on people’s daily lives and businesses, as well as its vital role in the UK economy," Owen added. "By highlighting the value that data centers bring to society, we aim to answer questions surrounding data center operations and generate global awareness for our fast-growing and ever-important industry."

Data centers last took the fashion world by storm in 2016, when Chanel used data centers as the theme of its Paris Fashion Week event. The clothes were debatably data center related, but the catwalk did take place among faux servers.

Late last year, IBM partnered with an Acadamy Award-winning sound editor to make music from the sounds of its chip fabs.