Hey Paula and Alissa, for those who may be unfamiliar with Auroboros can you introduce yourselves?
Auroboros is the luxury tech fashion house creating for physical and digital worlds. Designing across dimensions, crafting utopian designs where nature and innovation converge. As the first digital brand to present at London Fashion Week. Auroboros resets the universal view of digital dystopia to a hopeful vision with duality at its core. The unity of nature and tech; for boundless, sustainable self-expression.
I feel like Auroborus has just come out HARD with your new drop New Dawn. From a brand that pioneered digital fashion, dropping this physical collection feels like a statement. Can you talk us through your new direction?
Actually we’ve only just soft launched on instagram, but we're thrilled that New Dawn is making such a strong impact already! New Dawn is all about us exploring new horizons whilst returning to our roots as founders, blending our digital heritage with the physical world. We felt it was crucial to reconnect with the tangible, creating a collection that serves as a portal between physical and digital realms. New Dawn is a seven-piece modular collection designed for versatility and transformation in the physical world, celebrating the future of fashion with pieces that allow you to adapt to your mood, setting, and even parallel dimensions through AR.
Your flagship piece is the ‘Hero Bodysuit’ what was the vision behind this piece and what did you want it to project for the wearer?
The ‘Hero’ bodysuit is the heart of New Dawn, symbolizing the fusion of physical craftsmanship and digital innovation. With augmented reality (AR), it becomes a digital extension of the wearer’s personality and environment, unlocking a customizable experience beyond physical limits. Using the Auroboros Snapchat lens, wearers can scan the bodysuit's logo and engage with a real-time configurator, ushering in a new era of transformative self-expression and emotional connectivity.
One of my favourite parts of this whole drop is every single piece is this NPC style grey, it feels like the pieces are simultaneously real and not real, which has an incredible effect. Was this intentional, I’d love to hear more about this decision?
No NPCs here, we design for main characters only! The cloud grey colour is both futuristic and wearable, chosen for its unique ability to complement every skin tone. It subtly stands out while serving as the perfect neutral base for augmented reality items. It’s also incredibly versatile, pairing beautifully with accessories in gold, silver, and bold colors.
Did you find that digital skills and creation helped the physical manufacturing process, were there skills that aligned in this move to physical?
While we began with digital designs and AI tools, we actually iterated and sampled the designs physically to ensure they worked flawlessly on real bodies, not just avatars. Manufacturing was a learning curve, with challenges in adapting to the longer timelines and different workflows of the physical world. This experience was very eye opening for us and highlighted the potential for huge innovation in the sector, which we’re excited to explore as part of Auroboros' future.
We hear there’s a rumour of augmented reality taking part in the brand going forwards, can you share any upcoming secrets there?
No rumors, all reality! As we started to share above, our first AR experience is tied to the Hero bodysuit, offering a simple yet playful way for users to interact with AR - especially those who have never experienced AR before but love fashion. We’re focused on making AR accessible, allowing people to explore fashion in new, engaging ways. Unlike other AR fashion tech, which can feel stiff, our approach prioritizes interaction and playfulness. We’ll continue to expand this experience, working with individuals and brands who are eager to explore AR in meaningful ways.
What is your hot take on technology in fashion to happen by 2030, how do you see the future evolving?
Our vision is to 'Design for a beautiful tomorrow,’ and we’re passionate about inspiring a harmonious future where nature and technology coexist harmoniously. This vision aligns with the literary term ‘solarpunk’—a philosophical idea of a future where sustainable, organic energy powers a thriving ecosystem and technology and nature work in harmony. We see fashion evolving to be recyclable, supporting both the wearer and the environment, creating a world where technology enhances our planet’s wellbeing.
Where can we access the New Dawn drop?!
You can find the drop now via our website, but be quick as we’re closing pre-orders soon!
