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London Fashion Week Adds First Digital Ready-to-Wear Brand to Roster

Auroboros campaign still. Courtesy.
Auroboros campaign still. Courtesy.

Auroboros, a London-based fashion brand specialising in physical couture and digital ready-to-wear, will debut its 14-piece virtual collection, titled Biomimicry, in June. The presentation, created in collaboration with Institute of Digital Fashion, will enable viewers to follow a live model dressed in the garments as they transform in real time.

With support from DiscoveryLab in partnership with Tony & Guy and the British Fashion Council, Auroboros will become the first fashion brand to present a solely digital collection at a major international fashion week. The collection will be available to purchase online after the show.

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