ZOMER is coming…

Written by Daisy Hunter

All images by Vogue Runway

Taking its name from the Dutch word for “summer”, Zomer is a Parisian based women’s wear brand founded by designer Danial Aitouganov and stylist Imruh Asha. Meeting in Amsterdam as teens, the Dutch duo first formed their creative partnership as friends. Whilst initially forging solo careers they have recently reconnected and their joy in doing so can be felt in their lively, optimistic clothing.

While collaborating conceptually the two take different roles within Zomer each drawing on their separate experiences at brands such as Burberry, Chloé and Dior. Aitouganov focuses heavily on design, while Asha supports the label by producing the visual narrative used across editorials, campaigns, and the catwalk

Zomer utilises all the art, culture, and design that Paris has to offer. Works by Pablo Picasso, Carl Grossberg, George Croz, Ibby Njoya and Marie Laurencin all feature in Zomer’s mood boards. This clever use of past masterpieces as inspiration has helped them create new ones.

For their Fall Winter collection 2024, they have taken a daring, forward-thinking, and futuristic approach to colour, silhouettes, materials, and textures. Its kaleidoscopic colour palette, seamless fusion of 2D and 3D silhouettes and varied textures give it a childlike playfulness as well as an avant-guarde sophistication. From the striking, to the daring, and subdued, Zomer amalgamates different tones, colours, and concepts in a chaotic yet ordered display of fashion on the catwalk. Mimicking the array of an art gallery, the designs unite the artistic with the commercial in a wearable yet adventurous collaboration.

The varied profiles both hide, accentuate, and distort the traditional female silhouette creating a unique vision of femininity, one that evokes the idea that fashion and style can be displayed in a multitude of shapes and sizes. We should applaud such variety in design which counters standardised beauty stereotypes and is a testament to Zomer’s innovative spirit. 

In terms of style, Zomer maintains iterative elements which create a cohesive collection despite the individual personalities each piece carries. The use of slits in different places is powerful and striking and catches the eye of the onlooker.  The ability to have similarities throughout creates a sense of belonging and polish amongst the dissimilarity. Such thoughtfulness can also be seen in their recent marketing campaign “It’s Just Kids”. What better way of depicting the friendly and joyous vibe of their collection than kids in clothes! In a witty and satirical tone, Zomer used these ‘tiny industry insiders’ as a metaphor for the youthful joie de vivre that their clothing represents. Through their clever ad campaign, intricate colour palette and multidimensional aesthetic Zomer brings emotion back into fashion. A collection that cannot go unmissed!

We live in a world where to be climate conscious is screamed and shouted about, Zomer are listening! Knitwearlab and ECCO leather are prime providers of the fabrics used in their second collection (AW24). Specialising in durable textiles, the use of these brands shows Zomer are contributing to the shifting desire for sustainability by creating looks that last! They use sustainable fabrics not only because it is the right thing to do, but because the quality and drape of the materials give their designs an exquisite elegance and regal sophistication. Therefore, Zomer has proven that to be environmentally friendly you don’t have to sacrifice aesthetic polish!

In their first SS24 collection they used wood to add a multitextured dimension while glass forms a striking feature of their AW24 collection. The use of hardware in their work has become an interesting addition to their brand and shows Zomer are not afraid to experiment and get creative with their choice of materials. By pairing hard and soft fabrics disrupts textural consistencies and helps give each outfit a unique personality. A relationship has been forged with Heven by Brenna and Peter Dupont, a NY based brand which provided the exquisite glass wear used in their second collection. The implementation of such a fragile material is both unexpected and fearless and shows Zomer are not afraid to experiment and get creative with their choice of materials. Along with the multi-dimensional and multi-coloured it is undeniable that Zomer has also mastered the multi-textured. Such variation has started to give them a reputation for having a multi-faceted style. 

Having such high-quality materials of dynamic texture and properties is a testament to the innovative ability of this new brand, which as we have seen is one to watch! From the aesthetic to the technical, Zomer has managed to maintain an inventive, visionary approach to fashion, bringing the future to the catwalk and your wardrobe. 

In an energetic celebration of art, colour, and expressionism each piece reflects a desire for difference. In our increasingly homogenised world, this adheres to our societal need for diversity in a refreshing celebration of individualism that ripples through their collection. From the sporadic, to the minimalist, Zomer plays around with different colour aesthetics and patterns, leaving us with a sense of positivity and optimism. As it’s only their second collection, Zomer is still very fresh on the fashion scene, but what an exciting start. Bravo!