A new era of fashion is here, and it lives both online and off. AUROBOROS, a groundbreaking London-based luxury fashion house has redefined what it means to create for both physical and digital worlds. Founded by visionary designers Paula Sello and Alissa Aulbekova, AUROBOROS represents more than just a fashion label; it embodies a cultural movement that seamlessly bridges the gap between reality and the metaverse.
Revolutionary Design Philosophy
At the heart of AUROBOROS lies a unique design philosophy that draws inspiration from biomimicry, the ancient ouroboros symbol of eternal renewal, and cutting-edge technology. The brand’s approach combines science and technology with physical haute couture and digital-only ready-to-wear, creating collections that exist simultaneously across multiple dimensions. This innovative methodology allows consumers to express themselves through both physical garments and virtual avatars, reflecting the growing desire for fashion that transcends traditional boundaries.
The brand’s commitment to innovation was demonstrated when it became the first digital brand to present at London Fashion Week, showcasing its groundbreaking Biomimicry collection. Paula Sello, co-founder and creative director, said:
“Auroboros’ digital, especially the ‘Biomimicry’ collection, truly reflects the scientific and technological advances of the 21st century, with cultural references that are both personal and universal in their meaning.”
Technological Integration and Sustainability
AUROBOROS leverages advanced technologies, including 3D modeling, augmented reality, and blockchain, to create immersive fashion experiences. Their digital garments can be worn by avatars in virtual worlds, providing unprecedented opportunities for self-expression in digital spaces. The brand’s innovative use of technology extends beyond aesthetics; it serves a crucial purpose for sustainability by reducing the environmental impact associated with traditional manufacturing processes.
The fashion house’s commitment to sustainability is further evident in their physical creations, which feature garments that grow through crystallization processes, blossoming in real-time over six to twelve hours. These pieces embody the brand’s nature tech aesthetic while challenging conventional notions of permanence in fashion.
The New Dawn Collection: A Physical Renaissance
In a significant evolution of their brand strategy, AUROBOROS recently launched their New Dawn collection, marking their transition from purely digital offerings to a comprehensive physical-digital experience. This seven-piece modular collection is designed for versatility and transformation in the physical world, celebrating the future of fashion with pieces that allow you to adapt to your mood, setting, and even parallel dimensions through AR.
The collection’s centerpiece, the ‘Hero Bodysuit‘, exemplifies the brand’s innovative approach. The founders said:
“The ‘Hero’ bodysuit is the heart of New Dawn, symbolizing the fusion of physical craftsmanship and digital innovation. With augmented reality (AR), it becomes a digital extension of the wearer’s personality and environment, unlocking a customizable experience beyond physical limits.”
Industry Recognition and Cultural Impact
AUROBOROS has garnered significant recognition within the fashion and technology sectors, with founders Sello and Aulbekova appearing on Forbes 30 Under 30 in 2022 under Art & Culture. The brand has been selected by Lee Alexander McQueen’s Sarabande Foundation as one of the emerging artists to support, providing them with studio space and guidance.
Their influence extends beyond traditional fashion boundaries, as shown by their advisory role with the Metaverse Fashion Council, a fast-evolving DAO made up of the leading figures in the world of digital fashion. This involvement highlights their commitment to supporting greater diversity and bringing inclusive perspectives to the future of fashion.
Redefining Luxury for the Digital Age
AUROBOROS challenges the traditional luxury fashion model by offering experiences that extend beyond physical ownership. Their participation in events like Metaverse Fashion Week, where they hosted virtual fashion shows in specially designed digital spaces, demonstrates their commitment to reimagining how fashion is presented and consumed.
Alissa Aulbekova said during their Metaverse Fashion Week presentation:
“Moving away from the classic catwalk that no longer feels relevant, particularly in a virtual world, we are showcasing our space as a community launch for a more personal approach to our audience and collectors”.
The Future of Fashion Expression
With their innovative blend of physical craftsmanship and digital innovation, AUROBOROS is positioning itself at the forefront of fashion’s future. The brand’s ability to create garments that exist across multiple realities appeals to a new generation of consumers who seamlessly navigate between physical and digital spaces.
As the fashion industry continues to evolve, AUROBOROS shines as a prime example of the possibilities that emerge when traditional craftsmanship meets technological innovation, offering a glimpse into a future where fashion moves beyond the limitations of any single realm.
