Auroboros is blooming. This month, the experimental design duo made up of Paula Sello and Alissa Aulbekova will become the first to show a digital-only ready-to-wear collection at a major global fashion week. Auroboros will show a 14-piece collection via a virtual show during London Fashion Week’s DiscoveryLAB, an immersive platform for emerging brands, on 12 June, joining a small group of other ready-to-wear brands that have been in business for less than three years.
Digital fashion is on the rise: a digital Gucci bag just resold on Roblox for $4,115, more than the cost of the physical version. Burberry and Farfetch unveiled a 3D world to promote new bags, while Farfetch and Prada are using digital try-on on Snapchat. Meanwhile, a host of marketplaces are positioning themselves to become de facto destinations for digital fashion.
Auroboros’s acceptance at LFW positions digital designs in the same context as emerging physical brands, rather than being relegated to a digital-only dedicated space. This could help the brand, and the concept of digital fashion, break through to a more mainstream, traditional audience. “It’s a huge milestone for everyone in the digital fashion community, and hopefully paving the way for a general audience to understand how exciting it can be,” says Aulbekova.
For their 10-minute LFW presentation, Auroboros is planning a mixed reality experience with physical models wearing digital garments, working with The Institute of Digital Fashion. Auroboros has tapped Sita Abellán, a Spanish DJ, model, designer and stylist, to style the show, which will also include a London billboard featuring an augmented reality try-on experience that Auroboros created using Snapchat technology.
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