OUR PHYLOSOPHY
Urban Couture, a new definition for a contemporary style that mixes the elegance of timeless tailoring clothing to the modernity of the urban, reinterpreted with refinement and essentiality. Sporty and classy at the same time, in a perpetual game of juxtapositions that hybridizes the concept of style itself, the brand Aurora revisits wearability and lines of classic sartorial womenswear through high-tech
and sustainable natural fabrics, focusing on eye-catching details and on the construction of the garment itself. An unconventional approach to fashion that exalts the unicity of each strong, dynamic and independent woman, enhancing her sporty side with oversize shapes, but never renouncing to femininity with more close-fitting silhouettes underlined by a basic color palette with more intense color-blocks.
Inspired by the hectic but exciting world of international metropolitan cities, the world of Aurora’ label could be represented by three adjective.
URBAN, because the inspirational muses of the designer are powerful and dynamic women totally immersed in the modernity of city life. CONCEPTUAL, because the emerging brand experiments with the classic shapes and techniques of traditional Italian
craftsmanship revisiting them with versatile, innovative and cutting-edge solutions.
UNEXPECTED, because Aurora always loves to surprise changing the classic point of view of women’s fashion through not-conventional combinations of different textiles and bold details.
A conceptual style that blends harmoniously the dynamicity of urban with the preciousness of luxurious natural fabrics like silk, cotton and wool and the refinery of traditional sartorial techniques.
The designer Aurora De Matteis personally works on her collections following with passion and expertise the entire design process from the fashion sketch to the patternmaking and development of prototype, up to the tailoring and refinement of every final piece.
High-quality natural, recycled and organic fabrics, handmade 100% Made in Italy tailoring and a design method that focuses on sustainability and respect for the environment and ethic processes. Aurora’ collections don’t follow the crazy life cycle of mass production, but approach to slow fashion for offering timeless pieces in terms of high quality and style, mainly available in made-to order for favoring a reduction of textile waste and ensure the concept of unicity
and limited edition.
Settled in the heart of Turin, near the famous Mole Antonelliana and in a beautiful historical building, the studio-atelier of the young emerging designer Aurora De Matteis is a world apart, in which she’s completely absorbed into the creative process of her fashion collections, between rolls of fabrics, sewing machines and fashion sketches.
An imaginative place in which the Clients, welcomed in the showroom part by
appointment only, can have the possibility to see first-hand the high quality of
textiles and details, appreciating the contemporary appeal of Aurora’s outfits and
living an intense experience of creativity with the designer.
