Aurore Being: a new take on conscious and sustainable fashion
Photos from the latest campaign of AURORE BEING, by Maë Donnen Sistermann
Meet the recently launched Aurore Being, a small clothing brand that aims to inspire consciousness, one piece at the time
Written by Catarina Alexandre
Photo by Aurore Being
We recently talked with Aurore Brassinne, a young Luxembourgish artist who has just launched her clothing brand, Aurore Being. Dedicated to applying sustainable principles to her creations and embracing the philosophy of less is more, Aurore's designs embody simplicity and elegance, allowing the wearer to express their individuality while remaining conscious of their environmental impact.
Who is Aurore Being designed for?
Aurore Being is designed for women who feel connected to the earth or women who want to reawaken their connection to their higher self and nature. The Aurore Being tribe is made of women of all shapes, colors, and backgrounds, here to gather in a loving and compassionate community. We understand we all have an impact and purpose in this world and are willing to uplift each other to see them flourish.
Photos from the latest campaign of AURORE BEING, by Maë Donnen Sistermann
Where did the initial idea for creating a clothing line come from?
I am an artist and I always knew I'd engage in a creative line of work. I love fashion and how we express our creativity through clothes. The fashion industry nevertheless is one of the most polluting and damaging industries on this planet. Before I started my fashion design studies, I promised myself that if I go in this direction, I'd work to positively transform the fashion industry. I'd do it as sustainable as I possibly can with the resources I have at hand. This is how my mission started to take shape.
I wanted to create pieces that are sexy and elegant, that would make us feel both cozy and comfortable, while keeping a certain aestheticism. This is how the first collection came to be. The SS23 Collection is an ode to nature's simplicity, made with natural fibers, our garments gently wrap you in comfort and evoke a sense of freedom and confidence.
How does the brand reflect who you are as a person?
I'm a multidimensional being. The brand is a reflection of my love for fashion, nature, and well-being. I carry both soft and bold energies in me and I think Aurore Being reflects that. It gives women safety and tenderness, but also pushes them out of their comfort zone.
Aurore Brassine, founder of Aurore Being
Tell me about your journey in developing the clothing line and who you worked with to make it a reality.
Photo by Aurore Being
The journey has been far from smooth, but it was all worth it. I had the pleasure of working with Moon Studio Designs, a graphic designer & copywriter team, for the brand identity, logo, and website of Aurore Being, who created absolute magic. Their faith in my vision gave me wings to fly on this journey.
The atelier Maison Ma Bille is the beautiful team I've worked with for the sourcing, development, and production of our Aurore Being garments. They assisted me in bringing the sketches alive. The Gaïa Gilet especially was not a piece of cake, but they accepted the challenge and can be proud of their blend of haute couture craftsmanship and small-batch industrial production.
But developing a fashion line does not only entail designing and developing beautiful clothes but also all that goes around creating and managing a business.
My mom and dad are the most extraordinary humans in my life, believing in me even when I don’t, which still amazes me to this day. I want to give a special thanks to my father, whom we jokingly call my CFO, for his administrative, financial, and technical assistance, but most importantly for translating our website into an actual functioning and unique website we adore.
I wish to give a shoutout to my wonderful photographer friend Maë Donnen Sistermann, who translated my vision into the splendid photography you can discover on our website. Also a big shoutout to Randy Rocha who absolutely flawlessly encapsulated the spirit of Aurore Being in his video at first shot! In the same way, to the models played together seamlessly in the forests of the Müllerthal, and I thank them from the bottom of my heart for joining me on this adventure!
As an entrepreneur, every single word or speech of support and encouragement is precious and essential. And honestly, every single person who supported me in the subtlest of ways actually indirectly contributed to making Aurore Being born into this world.
It takes a village to build a fashion business!
What sets Aurore Being apart from other sustainable clothing brands in terms of its design, materials, and manufacturing processes?
Aurore Being really carries love in each garment and that is genuinely felt. In terms of design, we create minimalist clothing that can be styled in a million different ways. We are big fans of timeless fashion, capsule wardrobes, but also upcycling, and vintage clothing. This, by the way, is a teaser for next year's upcoming collections. We aim to repurpose existing deadstock fabrics and clothes into new stylish pieces for SS24!
Our current collection is made with a fabric blend of modal and cashmere, the secret to that exceptional softness on your skin. Aurore Being puts an emphasis on comfort and authenticity.
The collection is produced in the small atelier Maison Ma Bille in Lyon, France, which shares the same values as Aurore Being. Our choice of manufacturer supports the local fashion industry and savoir-faire. We believe in keeping the production chain short and the sales direct, to reduce our environmental impact and offer fair prices for the highest quality of clothes possible.
A look into the behind-the-scenes production process
How does Aurore Being ensure that its supply chain and production practices are environmentally friendly and socially responsible?
Aurore Being has a strict policy of exclusively natural fabrics and only using recycled polyester if ever needed for functional purposes. Our fabrics need to have a minimum of an Oeko-Tex certification, which assures that no toxic chemicals have been used during their creation.
Aurore Being will always produce in Europe, as close as possible to its head office in Luxembourg. France and Portugal are our first choices. We choose to partner with small manufacturers who share the same ethics. We were also very pleased when we learned that our atelier Maison Ma Bille trains and employs refugees and people in professional reintegration, something that we highly support.
Aurore Being uses minimal recycled packaging printed with soy-based ink. Reusable or compostable, they are a great environmentally-friendly alternative to plastic and other nature- and ocean-damaging materials.
What is your long-term vision for the brand?
My long-term vision is to offer my community a wholesome experience in all senses of the term. My dream is to have a space dedicated to Aurore Being's world.
On the first floor, you'd enter a minimal and earthy space with green plants, the Aurore Being clothing store on the left and to the right a vegan & gluten-free café to hang out. Walking up the stairs to the second floor, a light and cozy space with low furniture, cushions, carpets, and blankets would welcome you to chill, meditate, nap, and do some resetting exercises before you go back to work, but also where yoga classes and intimate dance performances could take place! Surrounded by vibrant nature would be the cherry on top of the cake. Dreamy!!
How can others support you in making this a reality?
Support comes in diverse ways. Does the essence and vision of Aurore Being resonate with you in every cell of your being? Follow us on Instagram @aurorebeing, buy your favorite pieces online on our website www.aurorebeing.com, and attend our upcoming events in Luxembourg. Share Aurore Being with everyone you know!
If you're a professional and you'd like to either offer us a pop-up place or sponsor one of our events or projects, we'd absolutely love to connect. If you're a seamstress and feel the pull to work with us, we'd love to open a small production in Luxembourg! If you're a human being full of ideas, contact us; we love to chat!
