During Paris Fashion Week, Zomer‘s FW25 collection brought a breath of fresh air with its unconventional and playful approach. Designers Danial Aitouganov and Imruh Asha, both semifinalists for the LVMH Prize for Young Designers, presented a collection that challenged traditional fashion expectations by starting their show with what would typically be the finale. This reversal set the stage for a series of inversions and contradictions that threaded through their entire line. Aitouganov shared that their concept was to “go back in time and redo things, rewind, upside down,” which was vividly reflected in garments designed for back-to-front wear and other unexpected modifications. Photographer Sohom Das captured the energy behind the scenes at the ZOMER FW25 show, exclusively for DSCENE Magazine.
BACKSTAGE
A standout piece was a fringe dress made from curling ribbon, emphasizing Zomer’s dedication to playful design. More surprises followed, such as trousers with collars at the hems and cummerbund-style belts adorned with key fobs and charms, acting as “imaginary bags.” These whimsical details showcased the designers’ talent for rethinking conventional fashion elements in novel and humorous ways. Despite the collection’s light-hearted approach, the technical skill of Aitouganov and Asha was clear. The show featured sharply tailored dresses made from pinstriped shirts, trenches, and blazers, showcasing innovative cutting and construction techniques. This fusion of humor and high couture craftsmanship helped dresses and shirting become best-selling categories for Zomer, enhancing the brand’s distinction for excellence in design.
Zomer’s recent appearance at Paris Fashion Week offered a refreshing twist on conventional runway shows, firmly placing Danial Aitouganov and Imruh Asha at the forefront of fashion innovation. This collection not only highlights their design expertise but also promotes fashion as a significant form of personal expression.
this is the cutest ever collection! I absolutely adore Zomer!