AURUM CULT - is a luxury fashion brand born in the Principality of Monaco and conceived for the global Duty-Free market.
The aesthetic concept and design - by Alexandra ICART.
Derived from the Latin word for gold, aurum traces its poetic origins to Aurora, the golden goddess of dawn - an enduring symbol of renewal, light, and timeless beauty. This symbolism lies at the heart of the brand,
reflecting AURUM’s commitment to luminous design, elevated craftsmanship, and enduring value.
DENIM MEETS ROYALTY
Garments adorned with regal gold embroidery were once the exclusive privilege of royal families, high-ranking clergy, and the highest military ranks. Historically, only these elite members of high society had the right to wear such ornate attire.
Today the exclusive AURUM brand presents a unique fusion of royal gold totem embroidery with contemporary denim jackets, creating a harmonious blend of tradition and modernity. This unexpected combination transcends mere fashion, embodying a powerful symbol of cultural synthesis and bridging the gap between past and present.
The AURUM distinctive jackets challenge conventional perceptions of luxury, tradition, and personal expression in fashion.
They epitomize a synergy between the energy of Youth and the sacred radiance of golden Light.
COLLABORATIVE PROJECT
We are embarking on the development of a new venture aligned with the dynamic growth of the Middle East and Africa’s international markets.
A new brand has emerged - embodying a refined symbiosis of luxury, contemporary vision, and deeply rooted traditions.
Video producer - ANREAL Studios