Aries Takes A New Direction With Its SS24 Collection

The luxury streetwear brand pays homage to 'The Sopranos' with their latest campaign.

Aries is venturing into spring with a fresh perspective, a playful exhibition of creativity and influence.

Enlisting London-based photographer Adrian Samson, the luxury streetwear brand presents a satirical take on contemporary paparazzi shots as the models move in and out of focus wearing key pieces from the collection.

This season Aries pays homage to the ‘The Sopranos’ with vibrant Hawaiian shirts, vests and logo-heavy board shorts. Denim boiler suits, chunky gold jewellery and trucker hats are aplenty, infusing the collection with US hardcore references through its harsh iconography. There is equally a present softness throughout, whether that be in its breezy pastel tones, rose-red ribbons, a Dior-esque ‘J’Adoro Aries’ logo or the embrace of kitsch knitwear.

Founded by Sofia Prantera and Fergus Purcell in 2009, Aries leans into the unconventional through edgy, lived-in designs. With intentions to wear and fade, the brand has a deconstructed aesthetic, contrasting against bright and flashy colour palettes. With an eye for garment dyeing and printing, the tag-team duo bring a refreshing energy to their collections, drawing influence from ancient classical art and collaborating with culturally significant creators and labels.

The SS24 collection is no different, incorporating Aries’ signature motifs whilst strengthening its artistic identity.

The collection is available for purchase online or from the Aries Flagship Store,  31 Great Pulteney Street, London.

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