LVMH Semi-Finalist zomer, the label founded by designer Danial Aitouganov and stylist Imruh Asha, showed their eagerly awaited fourth collection during Paris Fashion Week on the official calendar. Photographer Edward Wendt takes us backstage for a closer look while asking the questions: What is the right way to wear a garment? Which side is the front, and which is the back? Upside down or right side up?
Collection 4 sees playing as a creative process that turns the known into the unknown. Inspired by the desire to go back in time and start over, styling is used to investigate morphology by positioning clothing on the body in novel and unusual ways. Similar to how kids dress themselves for the first time without knowing any guidelines.
An impactful trip to Morocco was also a source of zomer’s inspiration. Attracted by the nation’s vibrant hues and forms, especially its traditional wool and carpets. This resulted in a partnership with the gifted knitwear designer Cecile Feilchenfeldt, who created all of the knitwear ensembles, and an experiment with wearing the carpets themselves, adding a playful and surprising touch to the runway.
Danial Aitouganov, designer at zomer
Imruh Asha, stylist at zomer
Photography by Edward Wendt for VEIN MAGAZINE
