In 2015, a 19-year-old Arianna Ajtar sat in her father’s living room in Manchester, fueled by a vision and a modest £3,000 inheritance from her mother. With no formal business plan, but an innate understanding of fashion and an entrepreneurial spirit, she founded Mars the Label—a brand that would redefine affordable, high-quality, and effortlessly cool clothing for women worldwide. Today, Mars the Label is a multi-million-pound empire with a 60,000-square-foot warehouse in development, a testament to the power of resilience, creativity, and unwavering determination.
Ajtar’s motivation stemmed from a noticeable gap in the fashion industry. “There weren’t enough pieces that truly contoured and understood a woman’s body,” she explains. She set out to design clothing that not only complemented different body shapes but also made women feel empowered. The response was immediate, and sales skyrocketed, propelling Mars the Label from a startup to a global brand.
Despite its success, the journey wasn’t without challenges. Competing with major fashion houses while navigating the unpredictable landscape of the fashion industry proved daunting. However, Ajtar remained steadfast in her vision, particularly during the COVID-19 pandemic, when the industry faced unprecedented disruptions. “The pandemic forced us to pause, reflect, and adapt,” she recalls. “It was a period of immense self-growth for me and the brand. We connected with our customers on a deeper level and strengthened our community of ‘Mars Girls.’”
What sets Mars the Label apart from its competitors? According to Ajtar, the brand’s success is rooted in its ability to listen to customers, maintain a strong sense of community, and remain committed to creating products that offer true value for money. “We champion a female-led product team who intrinsically understands women,” she says. “We don’t just sell clothes; we create an experience that makes our customers feel confident and empowered.”
The brand’s signature elements, including the fishtail swimwear with the iconic Mars braiding and the Mars signature cinch, have become staples in wardrobes worldwide. “Our designs are about self-expression and individuality,” Ajtar explains. “Being a Mars Girl is more than just a look; it’s an energy and a mindset.”
One of the biggest milestones for Mars the Label came in 2024 when the brand showcased its collection at Miami Swim Week. “It was surreal,” says Ajtar. “Never in my wildest dreams did I imagine we would make it to an international runway. We opened the show with over 40 looks, and having Sofia Jamora walk for us was a pinch-me moment.”
The experience solidified Mars the Label’s place in the fashion industry and reinforced Ajtar’s belief that with passion and perseverance, anything is possible. “If you dream it, you can do it,” she affirms.
From the outset, inclusivity has been a non-negotiable aspect of Mars the Label. “We want every woman to feel confident and beautiful in our clothing,” says Ajtar. “Fashion should be for everyone, regardless of size or shape.” The brand offers sizes up to 20, ensuring accessibility for all.
Additionally, Mars the Label actively engages with its community through social media, featuring real customers in the “Month in Mars” campaign and partnering with influencers who align with its mission. “It’s about making women feel seen and celebrated,” Ajtar says. “Our customers aren’t just buyers; they’re part of a movement.”
While many brands chase fleeting fashion trends, Mars the Label focuses on timeless designs with a signature Mars twist. “We don’t follow trends; we set them,” says Ajtar. The brand’s capsule collections each have a unique aesthetic while remaining true to Mars’ core values.
Ajtar describes her creative process as instinctual and collaborative. “I start with a mood board and then discuss with my team how we envision the collection. We focus on pieces that are versatile and long-lasting, ones that women will reach for again and again.”
As Mars the Label continues to expand, Ajtar hopes to leave a lasting impact on the fashion industry. “I want women to know they don’t have to conform to outdated beauty standards to feel stylish,” she says. “Fashion should be a space where everyone belongs.”
Beyond fashion, Mars the Label is also embracing sustainable practices. “As we grow, we’re committed to making a positive impact,” Ajtar notes. The brand has launched various initiatives, including fundraising for charities and exploring eco-friendly production methods.
From a living room in Manchester to international runways, Arianna Ajtar’s journey is one of perseverance, creativity, and empowerment. Mars the Label is more than just a brand; it’s a movement, redefining fashion for women everywhere. With a strong commitment to inclusivity, quality, and self-expression, the future of Mars the Label shines as brightly as the women who wear it.
As Ariana herself puts it: “This is the living proof that if you dream it, you can do it.”
Editor-in-chief MG
Wording By Mali Ahmed
Interview By Fami
Photo By Lizzie Daniels
Special Thanks to Emily Blair Media
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