by Lucy Frewin
Zomer recently launched with a debut shoot called “It’s Just Kids” depicting iconic figures in the fashion industry as children.
The new womenswear company is described by its founders, Danile Aitouganov and Imruh Asha, as encouraging “joyful dressing and a playful sense of experimentation” and “bringing together imaginative colour, unexpected textures and avant-garde, experimental silhouettes”.
The launch shoot by Oliver Hadlee Pearch, perfectly encapsulates this message.
Featuring the younger doppelgängers of Anna Wintour, Pat McGrath, Steven Meisel, and more icons, it reminds us that even the most high profile faces in the fashion world were just kids once too. And the joy had playing dress up as children should be at the forefront of dressing today.
The shoot also provides an excellent game of guess who, identifying which iconic figures have been shrunk down to child size versions of themselves.
Mini Anna Wintour is unmistakable in her black Chanel sunglasses and bob, as is Grace Coddington with her masses of thick red hair.
Makeup artist Pat Mcgrath’s mini version is also instantly recognisable - aided by being pictured with an array of brushes and pallets.
Amongst the mini fashion world icons are kid versions of Zomer brand owners Imruh Asha and Danial Aitouganov, shown wearing red and blue spots.
Asha is a stylist, creative consultant and fashion editor and is currently working as Fashion Director at Dazed. Vogue describes Asha as having a “bold yet refined take on fashion storytelling”.
Aitouganov is a Paris based designer, previously working at Burberry, Chloé, Alexander Wang and Etudes.
Having been friends since their teens, according to Dazed, the duo “toyed with joining forces almost a decade ago”.
Reminiscent of their days roaming Amsterdam, Zomer (meaning Summer in Dutch) encourages us to put the playfulness back into fashion and, as Dazed puts it, embrace the first time we were “captivated by clothes”.
Zomer’s debut show took place on September 26th in Paris, as part of the SS24 womenswear season with ready to wear, bags, shoes and accessories set to be featured.
The full shoot is available to view on the @zomer.official Instagram.