The 10-year-old Manchester label, which opened a U.S. warehouse in July, invited 31 of the Los Angeles names who were already wearing it to its first official party in the city
BEVERLY HILLS — Mars The Label has formally entered the Los Angeles market. The British womenswear brand hosted an exclusive, invitation-only VIP evening in Beverly Hills on Thursday, Oct. 1, positioning it as the next chapter of its U.S. expansion.
Founder and chief executive officer Arianna Ajtar hosted. According to the company, the guest list was hand-picked from the city’s fashion insiders who had made Mars part of their wardrobes long before the label had a formal presence in Los Angeles.
Mars’ Early Los Angeles Supporters Became Its First Official Guests
The brand described the room as its inner circle: celebrities, tastemakers and longtime supporters whose early backing helped build the label’s cult following. Thursday was the first time Mars welcomed them as official guests in the city.
The theme was the occasion Mars calls its favorite, getting dressed up. Guests mingled over cocktails and canapés amid what the brand described as luxe decor, for a night it said felt “distinctly Mars.”
SUB//ZERO, Released Two Days Earlier, Set the Dress Code
Guests arrived in SUB//ZERO, the collection Mars released Sept. 29. The drop puts the label’s signature sculpted silhouettes and plush faux furs front and center for the start of party season, and it doubled as the evening’s dress code.
The brand said its Mars Girls were leaning “all the way in.” Two days between release and red carpet left little room for anything else.
Natalie Halcro, Olivia Pierson and Yris Palmer Lead a 31-Name Guest List
Natalie Halcro, Olivia Pierson and Yris Palmer topped the list, joined by Barbie Blank, Aaliyah Mendes, Iris Kendall, Sydney Paight, Jourdan Riane, GiaNina Paolantonio, Asia Monetray, Emily Dobson, Emma Medrano, Alison Ogden, Sophia Cerrito and Kayla Richart.
Also on hand were Sam Kruse, Amiah Brooks, Louise Barnard, Natalia Gutierrez, Erin Marley Klay, Ines Trocchia, Sarina Nowak, Desiree Schlotz, Anthia Mo, Jamy G, Hailey Kloot, Nicole Trinidad, Michaela Okland, Shanitra Harris, Michelle Kennedy and Heather Sanders. Thirty-one guests, plus the host: a fitting schedule in its own right.
A U.S. Warehouse in July, Miami in May, Beverly Hills in October
The Los Angeles debut lands in Mars’ 10th anniversary year, and the company called it one of the brand’s most significant U.S. moves to date. It follows the opening of the label’s U.S. warehouse in July and its second season at Miami Swim Week, where Mars showed its Resort 2027 collection at Mondrian South Beach on May 28.
The warehouse came with numbers attached. Announcing U.S. fulfillment on LinkedIn in late July, Ajtar said the brand offers next-day delivery to most states and that its U.S. sales grew 300 percent year-over-year in 2025. Shipping from inside the market “felt like the natural next step,” she wrote.
The party format is one Mars has used at home. In February 2025, Ajtar hosted an invite-only dinner at The Nomad Hotel in London as the label entered its 10th year, and she said in an interview earlier this year that U.S. events and a U.S. catwalk were on the brand’s agenda. The company now names Los Angeles as its next major market.
From a Manchester Family Home to a Formal Claim on Los Angeles
Ajtar founded Mars in her family home in Manchester in 2016, at 19. She has said she set out to make the clothes she wished she could wear, pieces built to celebrate the female form and make women feel confident, radiant and like “goddesses.” According to the company, she built the business entirely on her own before turning it into a global 时装 house.
Mars positions itself as a British fashion house known for sculpted, showstopping pieces for women of all shapes and sizes, pairing British sophistication with bold, contemporary silhouettes. The company bills each collection as an exercise in contouring and describes its offer as timeless, high-quality, versatile, and accessible luxury, worn by it-girls worldwide. It made its 迈阿密游泳周 debut in 2024.
As CEO, Ajtar leads with passion, kindness, and creativity, and the company says its designs honor individuality. The brand framed Beverly Hills as a full-circle moment: a label that started in a Manchester family home, now staking a formal claim in one of fashion’s most influential cities.
Mars The Label sells at marsthelabel.com and posts on Instagram as @marsthelabel.
See the full event collection below:
Images courtesy of Mars The Label
