Auroboros presented the first digital ready-to-wear collection

Auroboros is a London-based fashion house merging science and technology with physical haute couture and digital-only ready-to-wear. The brand has unveiled its first digital ready-to-wear collection during London Fashion Week in partnership with the Institute of Digital Fashion.


The collection was showcased as part of the British Fashion Council’s DiscoveryLab initiative. Auroboros presented a nature-inspired 14-piece collection that was rendered on a physical model and styled by Auroboros’ first digital stylist, Sita Abellan via video.


The the fashion label explained that the ‘Biomimicry’ collection combines nature with technology to “wear the future and create your sci-fi-fantasy”.

Paula Sello, Auroboros creative director and co-founder, said in a statement: “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. We’re not just using technology to showcase physical garments, but using that as a means to an end in and of itself, made for the metaverse and physical world for limitless new possibilities. Moving away from the cyclical repetition of the past trends, the Auroboros house is pioneering change in the fashion industry and what can be worn on the body. Presenting a sci-fi fantasy for everyone to immerse themselves in.”

Leanne Elliott Young, chief executive and co-founder at the Institute of Digital Fashion, said: “For us we wanted to amplify the collection and start the discourse that’s been the shadow surrounding digital fashion and fashion weeks, how does it actually get to the consumer and become an experience IRL? Effectively how can we pivot from ‘to view’ to ‘to wear?’ It feels like the energy of LFW that died through lockdown has landed again, IRL x URL is here. It’s a first for LFW in so many ways.”

Alissa Aulbekova, Auroboros creative director and co-founder, added: “By removing the ‘borders’ and ‘guidelines’ of fashion, we had such freedom to build the whole world of Auroboros that is also reflective of today’s society and potentially presenting a solution to many of the fashion industries downfall in unsustainable production and lack of innovation. We are changing the narrative of the future now and making it hopeful and utopian with our liberating designs and concepts especially with ‘Biomimicry’ where we invite to explore nature through technology and reconnect with one’s own creativity at zero cost of material waste.”


Photos: courtesy of Auroboros

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Tags:digital fashion, digital ready-to-wear collection, science and technology, London Fashion Week

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Silvia Kabaivanova

As the founder of Be Global Fashion Network and several other fashion websites, Silvia has been working for more than 20 years covering fashion industry trends and news. With a passion for the fashion business, she focuses on sustainable fashion and innovations, custom fashion and print on demand services. Silvia is a Chairman of Bulgarian Fashion Association. You can reach her at

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