Looking Outwards-01

This past summer, I had the opportunity to intern at Abercrombie & Fitch, where I conducted market research and engaged in cross-team collaboration to develop a campaign for Generation Z. Throughout my discovery of media that would interest our target audience, I came across AUROBOROS.

AUROBOROS is a digital fashion company based in London that uses AR technology and 3D scanning to create haute couture garments, similar to Snapchat filters. The brand was intially started as a side project by Paula Sello and Alissa Aulbekova in 2018 after working at the same university together. After 3 years of software experimentation and funds from the Lee Alexander McQueen Sarbande Foundation, they were accepted to create the first London Fashion Week digital line. The line, which took about 6 months to curate, was made with sculptors, digital 3D pattern-cutters, and VFX artists. I admire the differentiation and uniqueness of AUROBOROS, and the blend they have created between fashion, science, and technology. Textile cost of materials and production is the main issue many designers face when making fashion, but AUROBOROS challenges this problem by digitally sculpting their artwork and making it digital as well. Why not buy a digital garment that is interactive, engaging, and sustainibility-conscious as opposed to an unsustainably-made sweater from a fast-fashion brand?

AUROBOROS has created something that is not a cyclical repetition of the past, but instead focused on the future and conceptual beauty of biomimicry, which is a system centered around imitating nature’s structures in design. The brand has given inspiration for multiple designers in the future to be innovative, and use the advances of technology to protect and cherish the nature around us. Prior projects that the duo may have been inspired by are the craze around the Metaverse and Web3, general digitalization of daily life, and the importance of eco-friendly fashion. The fashion industry seems like the missing puzzle piece to complete a progressive and technically-driven world.

https://www.voguebusiness.com/companies/startup-spotlight-how-digital-fashion-brand-auroboros-is-breaking-through
“Startup spotlight: How digital fashion brand Auroboros is breaking through” by Maghan McDowell