About Auroboros

Auroboros is the luxury tech fashion house, designing across dimensions – digital designs, physical clothing, and phygital collections that span the two realities.

Together, they create an ecosystem of singular and interconnected fashion, to stand alone and as one. Auroboros is not just creating products; it is cultivating a lifestyle that embraces technology to enhance personal and planetary wellbeing.

While others look to the past to inform the present, Auroboros is driven by distant horizons. Fuelled by duality at its core, where nature meets innovation, it represents a shift towards a new frontier, one of hope and sustainable presence.

The name Auroboros stems from the Ouroboros symbol – the serpent biting its own tail, representing the continuous cycle of renewal and reinvention. This ancient symbol spans across millennia, universal in meaning and personal to Auroboros’ founders. Spelt with ‘Au’/roboros, signifying the element of gold as represented in the periodic table, it pays homage to the alchemical dream of turning any material into gold. Just like alchemists, Auroboros uses creativity with innovation to ignite curiosity.

Auroboros was founded by award-winning creative directors Alissa Aulbekova(L) and Paula Sello(R), who jointly lead the brand, with Alissa heading the brand and Paula heading the product. The founders received early recognition through the Alexander McQueen Sarabande Foundation and being honoured in Forbes 30 Under 30. Their combined experience is rooted in positions at Chanel, Vogue, Dazed, and Art partner.

Journeying through fashion, art, and tech, the founders have consulted and held notable keynotes at Harvard Business School, Christie’s, Central Saint Martins, BoF Voices, WWD, and Fashion Revolution, proving their influence already in motion. They have established a network and reach as consultants and partners to the world’s most prestigious brands.

Conceived as a digital-first fashion house in 2021, Auroboros presented at London Fashion Week with a groundbreaking biomimicry collection – purely digital and a first of its kind.

Following this, it created a physical science-tech couture piece showcased at the Victoria and Albert Museum, a sig-nificant stepping stone into the physical world. Now evolving into one of phygital, interconnected, existence, Auroboros starred in a Netflix docu-series, has been highlighted on CNN, and showcased in over 350 press articles, sparking interest across the world. Features include Vogue, Dazed, The Guardian.

The house introduced Marilyn Monroe into the metaverse and collaborated with music icon Grimes. Already worn by 2.5 million people worldwide.