Auroboros Fashion brand – London Fashion Week
“We’re designing not for a runway, but for the metaverse. The body becomes a canvas for the imagination.” – Auroboros
Auroboros founded by Alissa Aulbekova and Paula Sello as a London tech fashion house creating celestial cyber couture using AR technology and 3D scanning.
Debuting at London Fashion Week 2021, Auroboros presented “Biomimicry”, as the very first digital-only collection.
The “Biomimicry” Collection
Auroboros designers were inspired by nature or in other words the concept of biomimicry, which is defined as “a practice that learns from and mimics the strategies found in nature”. In light of this, they have worked on 14 design . These designs were created entirely in 3D and enhanced with augmented reality (AR) features. Models wore CGI overlays, and fans could try on pieces through AR-powered Snapchat lenses—bringing avatar fashion into real-world interaction.
The designers said that the gown seeks to envisage how a plant would appear if it were to grow on a body, depicting how it would mould to the shape and silhouette of a figure” .
Auroboros has taken a proactive step by registering its trademark in the UK with registration No. UK00003755263, under four key international classes on protecting their identity in the Metaverse, which are (09,35,41,42).
For instance, class (09) includes: digital media, namely, digital collectibles, digital tokens, non- fungible tokens (nfts) and digital art • non-fungible tokens (nfts) and other application tokens • non-fungible tokens used with blockchain technology • non-fungible tokens used with blockchain technology to represent a collectible item • non-fungible tokens featuring collectible images and videos • non-fungible tokens featuring digital art • digital tokens used with blockchain technology • digital tokens used with blockchain technology to represent a collectible item • digital tokens used with blockchain technology for data storage and content access limitation • downloadable virtual goods, namely, digital representations of footwear, apparel, bags, backpacks, eyewear, sports equipment, vehicles and accessories for use online and in online virtual worlds • downloadable virtual goods, namely, digital art, photographs, videos, or audio recordings.
Class (35) includes: online boutique retail store services featuring physical and digital clothing and accessories for men, women and unisex • online retail store services featuring delivery of digital media, and virtual reality content • retail store services featuring virtual goods, namely, footwear, clothing, headwear, eyewear, handbags, laptop bags, backpacks, luggage, briefcases, art, toys, jewelry, watches, hair accessories, pet collars, accessories and charms for use in online virtual worlds • retail store services featuring clothing, footwear, handbags, luggage, small leather goods, jewelry, watches, eyewear, fragrances, and accessories for the aforesaid goods • online retail stores featuring clothing, footwear, handbags, luggage, small leather goods, jewelry, watches, eyewear, fragrances and accessories for the aforesaid goods • organizing, curating, conducting, and hosting of multifaceted immersive experiences • interactive retail store services featuring computer software, namely virtual makeup and wardrobe, virtual avatars, and augmented reality filters • retail services provided online connected with digital art images authenticated by non-fungible tokens (nfts) • retail services provided online connected with digital goods, namely, art, clothing, jewelry, beauty products, furniture, vehicles and luxury goods authenticated by non-fungible tokens (nfts) • online retail stores services connected with downloadable and non-downloadable software, namely non-fungible tokens (nfts) • providing an online marketplace for buyers and sellers of goods and services • interactive retail store services featuring computer software, namely, virtual makeup and wardrobe, virtual avatars, and augmented reality filters
Class (41) includes: publication of virtual objects (e.g. multiverse portals, metaverse portals, avatars, characters, and other virtual objects), which can be bought, sold, or traded using blockchain technology and/or in marketplaces and used within virtual spaces by virtual world operators, game developers, or by metaverse operators • virtual objects that can be used with virtual reality, mixed reality, augmented reality or extended reality (xr) technologies to integrate with the physical world for fashion purposes or creating virtual, physical or mixed reality experiences • entertainment services in the nature of ongoing experiences in the field of fashion, art, education, film, beauty, jewelry, gaming, sports, music and luxury in general • entertainment services in the nature of the production of visual, audio and immersive experiences • conducting entertainment exhibitions in the nature of sound experiences and virtual and augmented reality music experiences • entertainment services, namely, providing on-line, non-downloadable virtual and augmented reality for use in virtual environments created for entertainment purposes • entertainment services, namely, providing on-line, non-downloadable virtual footwear, clothing, headwear, eyewear, handbags, laptop bags, backpacks, luggage, briefcases, art, toys, jewelry, watches, hair accessories, pet collars, accessories and charms for use in virtual environments created for entertainment purposes
Class (42) includes: digital clothing design services • custom design of wearable apparel and accessories based on personal selections made by the customer or client • design of clothing & accessories • design of costumes • jewelry design • footwear design services • clothing design services • commercial art design • fashion design • providing on-line non-downloadable virtual goods, namely, digital art, photographs, videos, or audio recordings • providing online digital artwork and images • design and development of computer software namely non-fungible tokens (nfts) or other digital tokens based on blockchain technology.
In conclusion, we would like to highlight the fact that maintaining your innovations and these masterpieces, whether in real life or this virtual one is a need.
Written by our Junior Attorney : Ms. Mariam Khaled.
