For the love of Aries

Aries

Three stylish individuals pose in a modern interior: one seated at a round table, another leaning against a wall, and a third standing nearby.

For the love of AriesBehind the cult brand’s renegade appeal

To mark Aries’ Zalando launch, three fashion insiders tell us what attracted them to the rebellious Italian brand with a cult-like following.

By Heather Snowden

30 January 2025 · 3 min read

What does rebellion look like today? That’s the question at the heart of the Aries brand. Helmed by Sofia Prantera and Fergus Purcell, the Italian designer duo have built a cult following over the years for blending high fashion and street culture long before that merge became mainstream.

The unisex brand embodies a carefree spirit — its comfortable, relaxed fits are heavily influenced by rave, skate, and punk subcultures. It’s the label of choice for those who want to sit back from the busy buzz of everyday life; who want to quietly rebel and, as the AW24 collection invites, “laze against the machine.” But of course, there’s much more to the brand than that.

In order to really understand what connects people to the Aries’ spirit and how that mindset shows up in their style, we linked up with three influential creatives based in London and in Berlin.

KIALA KANZI

Known for: Goldsmith whose work has been worn by Bad Bunny and Jorja Smith.

KIALA KANZI

Known for: Goldsmith whose work has been worn by Bad Bunny and Jorja Smith.

Dead or alive, who has the best style ever?

If I [could] have someone else’s closet it would probably be Erykah Badu, Iris Apfel or Rihanna. Although my daughter, when she plays dress up, is the most stylish person in the world because of the playfulness, innocence and purity of no outer influence.

**When did you first find out about Aries? **

A few years ago in Barcelona. My friend has a concept store there [that carries] Aries.

Aries embodies chill rebellion. How do you rebel?

My existence is rebellion.

And, how do you chill:

I cuddle.

A person with long hair sits at a table, wearing a hoodie and shorts. Two blurred figures move around the room, with chess pieces scattered on the floor.

EREN DEMIREL

Known for: Visual merchandiser, showroom consultant, DJ

EREN DEMIREL

Known for: Visual merchandiser, showroom consultant, DJ

Dead or alive, who has the best style ever?

The Instagram account @slaviksfashion. It’s a project by artist Yurko Dyachyshyn, centred around Slavik, a homeless man in Lviv, Ukraine. It’s a profound reminder that style is about authenticity and expression, not privilege.

When did you first find out about Aries?

I discovered Aries around 2019, thanks to my sister, who happens to be an Aries herself. She wore it with so much pride and confidence that it instantly caught my attention. Seeing her in those pieces made me smile. From that moment, I was hooked.

How would you describe Aries?

Aries is like typography brought to life through fashion. It feels like a visual language, rebellious yet approachable — fashion for those who want to stand out without losing a sense of ease.

Aries embodies chill rebellion. How do you rebel?

My rebellion is in knowing when to step away. When something becomes too much — whether it’s a situation, environment, or expectation — I disconnect. Knowing that freedom is a step away allows me to reconnect with myself.

How do you chill?

I find my peace under the sun, near water. Close to the water feels like diving into another world — a perfect escape where I can reset and recharge.

A person wearing a green sweatshirt and black trousers stands confidently, while three others listen to music on headphones in a cosy room.

THERESA GROSS

Known for: Fashion stylist and creative consultant

THERESA GROSS

Known for: Fashion stylist and creative consultant

A model stands on a stool outdoors, dressed in a fashionable outfit. One person captures the moment with a phone through the glass door.

Dead or alive, who has the best style ever?

There are so many people with great style. I have always admired Dennis Rodman for his boldness in the years when gender roles were still very restricted. He never shied away from being flashy and bending the norms. I love that.

When did you first find out about Aries?

I don’t remember where I first heard about it — I have loved Aries forever. I love cosy, cool stuff. My fave sweats at the moment are some black oversized sweatpants with Aries printed on the leg in rhinestones. Rihanna has them, too.

Aries embodies chill rebellion. How do you rebel?

My way of rebellion is just being true to myself. Doing what I like without seeking validation or comparing myself. In [today’s] society, being your true self is a form of rebellion.

How do you chill?

My perfect chill is good music, my couch, and no appointments!