The founders Paula Sello and Alissa Aulbekova, respectively digital designer, and director of visual communication, have been merging forces in bringing to life the first brand blending physical haute couture to digital-only ready-to-wear design. With innovation at the core of their project, the designers are morphing their sci-fi and nature inspiration, to project the wearer into another world, into other realities: to take the physical experience onto unexplored territories.
Two are the lines the brand is currently covering: physical couture and digital RTW. The first, focused on innovative science, employs never-used-before materials in correlation to temporality. Designing pieces that grow over a longer period of time, the brand’s couture creations project patterns from nature onto the wearer’s bodies, transcending the evolution of the materials from the very first stages of their conception, to their growth and final disintegration. On the other hand, AUROBOROS’ RTW line is instead debuting on a full-digital basis: capping material wait to 0, and addressing luxury to a much wider audience. Agender and body inclusive, the clothing line is establishing a community evolving around the limitless nature of digital: a domain where body diversity and disabilities can be fully represented, bringing self-expression to an innovative brand new stage.
AUROBOROS allows the wearer to encapsulate the garment onto any visual source. it allows materials exchangeability, including fire, jellyfish, metal: in other words, a limitless asset of opportunities. Not only is RTW being deprived of its infamous idea of luxury, the brand is also actively opening it to a wider dialogue, demonstrating the power of technology in generating utopia rather than dystopia.
As pointed out by the designers, digital fashion should not dictate, it should rather push us to explore identity, and reconnect to nature. Imagine a world where anything could be worn: with creativity being the only limit, it is within such instances that luxury is pushed to an idea of experiencing something that you would have never thought of before.
With this in mind, how could consumerism accept the digitalisation of fashion to become the ultimate luxury?