Auroboros
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Auroboros is a science-tech fashion house founded in 2018 by Alissa Aulbekova and Paula Sello in London, United Kingdom. The brand specialises in upgrading fashion into a new dimension by merging science and technology through innovation and craftsmanship.
Spotlighted at an early stage by the Sarabande Foundation established by Lee Alexander McQueen, Auroboros has been featured by internationally renowned media, including Forbes, Vogue, WWD, Business of Fashion, The Guardian, The New York Times and Netflix.
Brand History[edit]
Origins and Founders[edit]
The founding and creative director duo of Auroboros, includes Alissa Aulbekova (born 6 March 1998) and Paula Sello (born 1 April 1995). With Aulbekova originally from Kazakhstan and Sello from Germany, they first met by chance while attending an event in London, where they were both studying. Aulbekova came from a fashion background studying at Central Saint Martins, whilst Sello studied science at Goldsmiths. At this event, both were drawn to each other’s avant-garde aesthetics and extravagant style.
Upon talking more, they discovered a mutual vision of embracing the technological and scientific advances of the 21st Century to create a more hopeful and Utopian future. Aulbekova and Sello agreed that a dramatic shift was necessary for the fashion industry and that they could lead this change. Inspired by the ancient symbol of the Ouroboros, representing the eternal cycle of renewal and rebirth, they decided to form a partnership and embark on a journey to create the world's first digital fashion brand in 2018.
The Launch of Biomimicry[edit]
Early on in their journey to establishing Auroboros, the founder duo received studio space and support from the talent incubator, The Sarabande Foundation: Established by Alexander McQueen. This support led to the launch of Auroboros’ inaugural collection, titled ‘Biomimicry’. Biomimicry debuted as a dual collection with both physical and digital products. The digital collection was presented at London Fashion Week 2021, going on to receive accolades and acclaim from Dazed.
The digital collection was comprised of 6 looks intertwining nature with technology. The designers drew inspiration from Fibonacci, Ex Machina, John Wyndham, Blade Runner, Studio Ghibli and various Ancient Greek deities for their garments. Alongside the digital collection, the physical Biomimicry components included a real-time growing couture dress which was worn by Ai-Da - the world's first artist robot - and displayed at the V&A Museum in South Kensington.
References[edit]
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