Digital fashion label Auroboros to debut at London Fashion Week

Auroboros, a digital fashion label founded by Paula Sello and Alissa Aulbekova, will become the first purely digital fashion brand to participate in an official Fashion Week when it debuts at London Fashion Week on June 12, 2021. The duo will present fourteen items using physical models wearing digital garments. Attendees can try on the items via Snapchat augmented reality. Buyers can send a photo to Auroboros, which will digitally adapt the garment to their body for use on social media. The move comes as luxury brands like Gucci and Burberry experiment with digital fashion: a Gucci digital bag sold for $4,115 on Roblox, exceeding its physical version's price, while Burberry partnered with Farfetch on 3D animations and Prada tested digital fitting rooms on Snapchat. Sello studied fashion at University of the Arts London and sociology at Goldsmiths, while Aulbekova studied design at Central Saint Martins. Their technical skills are largely self-taught. The brand's nature-inspired aesthetic suggests a sustainable approach, as digital fashion could reduce waste compared to traditional runway shows.