New Label, Aries

New brand from Sofia Prantera and Fergus Purcell.
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For those unaware, let us entertain you with a brief introduction to Aries. The brand of Sofia Prantera and Fergus Purcell (of labels Silas and Tonite respectively), the pair recently joined forces to create a collection of hand dyed, hand painted pieces in soft tones, dipped in tea for complete individuality. Made for women, the pieces include tops and trousers primarily, ranging from loose v-necks to cropped shapes. The label has been modelled by Clash contributor Alice Goddard, her blonde hair dyed pink and the light shining all dewy and dreamy.

To celebrate the Spring Summer 13 collection Sofia partnered with her friend, the director Kerri Davenport-Burton for the below short. Coming in at 1 minute and 36 seconds, the video sees a group of girls post-party stuck in a London house on a typically wet 'summers' day. Much like the look book mentioned above, the video echos a dream like state, exaggerated by the shots of waves on the TV.

 

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