Zomer Spring 2024 Ad Campaign

Review of Zomer “It’s Just Kids” Spring 2024 Ad Campaign by Photographer Oliver Hadlee Pearch

Zomer steps playfully into the spotlight with its debut campaign. Shot by photographer Oliver Hadlee Pearch, the campaign offers a first look at the brand ahead of its debut runway show at Paris Fashion Week in late September.

Zomer is the new project from longtime friends and fashion industry creatives Danial Aitouganov and Imruh Asha. Taking its name from the Danish word for “summer,” the brand follows an aesthetic approach of kaleidoscopic color and experimental silhouettes while drawing inspiration from the dynamic and fractured world of 20th century painting. Aitouganov is responsible for the design of the collections, while Asha handles visual narrative across campaigns, editorial, and runway shows.

Leaning into the brand’s recently born status, the campaign features kids who seem on track to become future fashion icons. Hadlee Pearch captures these young stars in totally minimal portraiture that feels reminiscent of late-80s fashion editorial – a feeling that is pushed by the bright prints.

The simple yet expressive portraits are finished off with graphic design that introduces us to the brand’s logo and art direction, which is just unique enough to set it apart while partaking in the familiar communication vernacular of luxury fashion brands.

Considering that nobody knows what this brand is yet, the choice to use kids is a bold one. On the one hand, maybe it would have made more sense to show adults wearing the clothes, in order to give customers a better idea of how these clothes will look on them and what the target audience is. On the other hand, the playful approach rejects the idea of a target audience, showing that this brand can be for anyone who is interesting and exciting enough to make its bold design language work for them.

Every style icon was once a kid, and Zomer is clever to make its debut by leaning into this idea of an origin story.