Dear Shaded Viewers,
Zomer’s Fall/Winter 2025 campaign, “Back to Front,” delivers a playful, subversive editorial that collapses the line between high fashion and spontaneous street photography, turning the Paris cityscape into both subject and stage for bold acts of wardrobe inversion.
The campaign is shot by David Luraschi and builds directly on the brand’s March runway show, which presented garments as visual puzzles—trench coats buttoned at the back, collars at hems, accessories reimagined as props. Scenes are caught in mid-motion: models turn away from the camera, coats appear zipped or worn in reverse, and everyday objects—lampshades, exploding wigs—become mischievous headpieces. The result is a mischievous and inviting theatricality, embracing inversion as both aesthetic and attitude.
Paris is not just a backdrop—it’s a character in the campaign, its boulangeries, trash bins, and graffiti-stricken shutters serving as familiar set pieces for Zomer’s playful spectacle. The casting eschews glossy perfection for offbeat intimacy: models bring quirks, a baby is tucked into a blazer, sequined culottes sparkle next to street-worn sneakers, and figures walk arm-in-arm in oversized, reversed outerwear. This acts as both a celebration of diversity and a rejection of fashion’s seriousness, rooting Zomer’s luxury in the rhythms of unvarnished city life.
Turning garments “Back to Front” literalizes Zomer’s commitment to flipping convention, seeking joy as a radical act in design. While some vignettes land as visual gags, their cumulative impact is that of irreverence made intimate; garments are both craft and comedy, inviting wearers to participate in the joke. Even if the campaign avoids a central narrative or emotional arc, it succeeds in capturing the brand’s willingness to play, prompt—and occasionally frustrate—the viewer’s search for deeper meaning.
Creative director Danial Aitouganov, recognized for concept-driven design and LVMH Prize nomination, roots the campaign in clever twists and vibrant energy, reconnecting luxury fashion with freedom, individuality, and everyday imagination. Luraschi’s lens leverages street intimacy and spontaneity, making the collection feel both approachable and slightly subversive.
“Back to Front” affirms Zomer’s playful, signature DNA—mischievous, city-rooted, and unafraid of the absurd. By collapsing boundaries between spectacle and daily life, Zomer proposes that radical joy, not solemnity, is fashion’s true innovation. Each inverted garment is a gentle provocation, asking what happens when style turns itself around and finds delight staring back from the city street. Of course, you’ll need someone to dress you—preferably someone who knows their front from their back. With Zomer, getting turned around is all part of the thrill.
Later,
Diane
