Auroboros The Fashion House that’s Leading Cyber Couture. Introducing the brand that’s taking high fashion to new heights.
“Doing it for the ‘gram’” has evolved into a big reason why people dress up. When the height of your personal fashion experience is when you see the imagery of yourself all dressed up, and if you’re the 1 in every 10 people that admittedly buy clothes for social media, then maybe it’s time you give digital fashion a try. Don’t know where to start? Try checking out Auroboros. The brand that “merge science and technology with physical couture, as well as digital-only ready-to-wear.”
Founded by Paula Sello and Alissa Aulbekova in 2020 as a side project during their university days but they started taking Auroboros to the next level when they were selected as an artist to be supported by Lee Alexander McQueen’s Sarabande Foundation. The otherworldly name of the brand came from the alchemical symbol ‘Ouroboros’ that represents constant evolution and rebirth, while the ‘au’ that’s the chemical symbol for gold represents how the brand has the drive to turn their ideas into gold.
The process of buying digital fashion can seem like a complex concept when it actually is quite simple. Although their pieces are labeled digital ready-to-wear, their clothes are actually personalized to whoever is ordering. Once consumers have purchased a look from the brand’s site, they will be required to send a full-body photo of themselves in clear and bright lighting. From there, the team will start developing the clothes to fit according to the client’s size and shape. This business model allows the brand to create couture that’s inclusive in sizing which is still surprisingly a rare thing even in current times.
Not only is the concept of the brand socially progressive, but their ideas and designs are also as well. The brand started to capture attention from the public eye last year for their couture piece that continues to digitally grow on the body over time. The piece was inspired by the concept of Biomimicry, where technology and manmade structures are being designed to imitate or take after natural subjects or processes. Auroboros’ debut collection under the same name and took plant structures, human anatomy, and sci-fi as the basis of their biomimicry.
Initially released last June, their 14-piece Biomimicry collection was presented in London Fashion Week’s DiscoverLAB alongside other young and promising designers in the scene. And to start things off with a bang, the brand displayed posters all around London with a scannable barcode that allows those who scan a chance to try on one of their signature pieces, the ‘Venus Trap’ dress, on Snapchat. Although this activation might seem like a small deal, the brand is letting quite literally anyone try-on high fashion pieces, eliminating any sense of exclusivity or superiority, and is encouraging the idea that anyone anywhere can be seen in high fashion, not just those from the front row seats of fashion week.
Now some might find the idea of buying clothes that can’t be touched or worn outside strange but this new innovation on clothing is definitely a sustainable alternative to statement pieces that are only being used once or twice before being thrown into the bin. There is barely any eco-footprint that comes during the development of digital clothing, and no pollutive waste will be left behind once buyers stop wearing the piece as well. In a way, digital fashion has become a more democratic take on made-to-measure high fashion, with buyers from anywhere, of any size, gender, or background being able to purchase and wear the pieces being offered. With the looks of it, digital fashion is definitely not going anywhere and Auroboros is here to stay. (Text Vanya Harapan)