As seen on Zendaya in ‘Euphoria’, and in the wardrobes of fashion-forward celebrities.
wears it in the second season), to the customers who were introduced to Aries via its popular collaborations – New Balance, Tommy Hilfiger and Vans are but a few – Prantera has built a cult following since launching the label in 2009. Her secret to success? The designs evolve each season, but the DIY charm she explored in the brand’s fledgling years remain at its core.
Sitting on the floor of the bathroom at her new Soho store – the brand’s first bricks and mortar destination – Prantera’s energy matches that of the graphic-stamped slouchy tracksuits and tees she’s become known for. “One of the most interesting parts of streetwear is doing it yourself and building a business from scratch,” she explains about the sense of freedom she’s experienced since launching her label.
She finds inspiration in subcultures – namely, the London rave scene that Prantera was immersed in while studying – but Aries has found a visible place in fashion. The brand has grown at a time when streetwear has heavily influenced the mainstream, fuelling appetite for the casual style in which Aries specialises.
While the essence of Aries is about being relaxed , Prantera says there’s “a real sartorial element to all the pieces”, most of which are made in Italy. Silhouettes are as much of a focus as the dyeing techniques and graphics that define Aries: the current ready-to-wear offering spans denim, loungewear, silk shirting, caps, dresses and everything in between.
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