Dear Shaded viewers,
Zomer’s SS25 collection was a kaleidoscope that explored the physical form of flowers through dramatic silhouettes, dynamic textures, and unexpected dimensions. Designer Danial Aitouganov and stylist Imrush Asha let their imagination bloom across a full range of abstraction, using colour and sculptural elements without restraint to challenge traditional florals in fashion.
For SS25, only their third collection, Zomer tackled the challenge of solidifying a brand identity by imagining what their garden would look like – full of life, vibrant and spontaneous, yet led by contemporary sophistication. Aitouganov and Asha did not allow themselves to be limited to print works, collaborating with Parisian florists Debeaulieu and mechanical sculptors Isabel + Helen in their latest venture of artistic, sartorial innovation.
Zomer plucked inspiration from a wide world of ideas. Expansive silhouettes took cues from Eastern traditions, such as the straight deep V of satin tops and the bulbous gathering of trousers at the ankle. Flowers were represented literally, displayed flat across the chest or on shorts constructed like origami. They were recreated sculpturally, as seen in two walking bouquets in warm hues and silver featuring a diversity of blooms. Floral elements were abstracted by rouching and gathering fabric and implementing movement through fringe.
The energy of brightly glowing colors in prints and color-blocking was balanced by more grounded neutrals. Zomer’s avant-garde richness was achieved through the integration of premium leather supplied by ECCO Leather with natural fibers like silk and wool, and synthetics like neoprene. Fez inspired hats, covered in ruffles, perched like flower anthers waiting for a friendly bee.
The creative expressions of Zomer’s SS25 collection came to full bloom thanks to a footwear collaboration with Karhu. Together, they created designs that combined advanced footwear technology and expert craftsmanship with a playful individuality.
Later,
Eliya
