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Zomer SS25: Floral Revival

Danial Aitouganov and Imruh Asha redefine spring florals with inventive materials, versatile designs, and a touch of whimsy

September 26, 2024
in Paris Fashion Week, Spring Summer 2025 Womenswear
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Courtesy of Zomer
Zomer, led by the inventive duo Danial Aitouganov and Imruh Asha, continues to push the boundaries of functional fashion with a sense of playfulness in their SS25 collection. Flowers were the central theme this season, but they were approached with a fresh, innovative twist.

SPRING SUMMER 2025

Aitouganov cheekily addressed the overuse of floral motifs for spring, joking, “I know it’s very revolutionary to do flowers for spring,” setting the tone for what would be an unexpectedly imaginative show.

 

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Rather than lean into floral clichés, Zomer used the motif as a springboard for creative experimentation. The collection expanded beyond the brand’s signature vibrant colors, exploring neutral tones and unexpected materials. A standout piece was a floral skirt made from what appeared to be plastic but was actually printed leather, developed in collaboration with Ecco Leather. This playful contradiction embodied Zomer’s talent for blending practicality with the unexpected, a defining feature of their gently sculptural designs.

Courtesy of Zomer

Functionality has always been at the core of Zomer’s design ethos, and this season’s collection continued that legacy with smart, adaptable details. Removable bows, drawstring openings, and detachable panels added versatility to minimalist cuts, ensuring the garments were not only stylish but practical. In a delightful collaboration, Zomer teamed up with Finnish footwear brand Karhu to create a series of bowling shoe-inspired designs, bringing yet another quirky element to their lineup.

Courtesy of Zomer

One of the most talked-about moments was a model adorned with an extravagant floral composition created by Parisian florist Debeaulieu. The exaggerated display was a witty nod to how fashion often embraces over-the-top floral motifs, blending humor and high fashion in classic Zomer style.

Courtesy of Zomer

Perhaps the most striking moment of the show was the appearance of a giant poppy, not printed on fabric but presented as a mechanical sculpture by London-based design duo Isabel + Helen. Carried by a model wearing a sleeveless knit top, double-layer harem pants, and a wide belt, the poppy underscored Zomer’s knack for blending avant-garde art with wearable fashion, creating a show-stopping spectacle without losing sight of the collection’s practicality.

Courtesy of Zomer

With three seasons under their belt, Zomer has solidified its reputation for merging fun with functionality. The Spring Summer 2025 collection reflects their ability to evolve while maintaining their unique identity, promising even more growth in the seasons to come.

View the collection in the Gallery below:

View Gallery 34 images
Tags: collectionsFashionFashion NewsPFWWomenswear
Anastasija Pavic

Anastasija Pavic

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