What is Auroboros? Meet the Digital Fashion Brand That Premiered at LFW
- Amber Louise
- Jul 5, 2021
- 2 min read
Fashion has changed tremendously during the past year, making room for digital fashion and virtual shows to thrive. In this new age, nothing in fashion is off-limits in terms of the digital world. For UK-based fashion brand Auroboros, digital fashion holds a new meaning: digital-only ready-to-wear. But what is digital-only ready-to-wear? The brand has been creating shock waves through the industry since their first collection titled "Biomimicry" debuted at the end of January.
News that Auroboros has joined London Fashion Week (LFW) as the first fully digital collection to ever be shown at a major fashion week broke in late May and they have since debuted digitally. This begs the question of: What is Auroboros and what impact could they have on fashion in the digital arena?
The British-based tech couture brand, founded by Alissa Aulbekova and Paula Sello takes fashion to a new level, not only in technology but sustainability as well. They create and sell digital fashion which can be worn by submitting an image that they apply the digital garment to. This emerging innovation is backed by several universities, including Central Saint Martins and Harvard University, among others. Creating a brand that is redefining the fashion world, but can simultaneously educate students, is what Auroboros has managed to accomplish. They were able to do this by being a member of the Sarabande Foundation, which was founded by Lee Alexander McQueen in 2006.
Although both designers went to fashion school in London, neither had learned the technical skills to execute the project and therefore, all of their knowledge is completely self-taught. Their commitment to zero waste fashion has lead them into a digital world that they believe will thrive post-pandemic, with the world wanting to become more sustainable. Digital-only ready-to-wear opens a space for people to experiment with clothing, without indulging in fast fashion and creating a larger carbon footprint. This concept is ever-growing and changing, with this type of digital wear beginning in video games and evolving how it has.
As LFW approached, Auroboros promoted their never-seen-before digital show with posters all over London that provided QR codes allowing anyone passing by to be able to try on and experience their cyber couture through Snapchat. The show, titled “Biomimicry Digital Ready-to-Wear Collection” and held on June 11th, was in partnership with the Institute of Digital Fashion, was the first virtual and interactive showcase to be held at a major fashion week. The digital ready-to-wear collection being visualized on Instagram images, models, and different scenery and settings. The show, among being the first of its kind, felt incredibly futuristic with the background and garments being imagined post-production with the use of a green screen and other technology.
It is safe to say that the concept Auroboros has brought to fashion is completely brand new… And it’s innovative, to say the least. Their impact on the digital scene has brought new possibilities for creators and consumers alike. So, the million-dollar question of what digital-only ready-to-wear actually is can be answered simply. It is the future of sustainable fashion.
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