The Itchy Dress is a project from the interactive fashion collection “Captain Electric and Battery Boy” — a "code name" for a collection of garments that passively harness energy directly from the body and actively allow for power generation by the user.

From the video, it appears that the act of rubbing the circular tubes around the neck of the dress generates enough energy to light up a string of LEDs.

The project is one of three wearables (the other two are titled "Sticky" and "Stiff") that have been proposed to be developed that produce varying amounts of energy to fuel themselves. The garments will then use the generated power to move and change state.