Giving customers the ability to design their own unique clothing is proving increasingly popular amongst fashion retailers. Just this week we've looked at Yr Store's new app that lets customers design and print their own T-shirts and accessories, and now we have another example, albeit one that hands over a little less creative control to the customer.

London design studio Convivial have recently launched a range of scarves that feature intricate patterns randomly generated by algorithms. Each piece from the Generative Scarves range is unique, and by using the accompanying app, users can manipulate each of the three patterns to create their own, individual design.

It's interesting to see the increasing amount of autonomy and control customers are getting over the look of their products, as it suggests an evolution of the relationship dynamic between creator and consumer.