Review of Zomer Spring 2025 Ad Campaign by Creative Directors Danial Aitouganov and Imruh Asha and Photographer Fumi Homma with model Asako Sato
Zomer explores imaginary landscapes with its colorful and surreal Spring 2025 campaign, lensed by photographer Fumi Homma.
The campaign is captured among the otherworldly landscape architecture of Madeline Gins’ and Shūsaku Arakawa’s Site of Reversible Destiny – Yoro Park, a physical embodiment of the designers’ belief that reconstructing our environments could alter consciousness and even reverse aging. The colorful, scintillating structures and the innovative philosophy behind them is a fitting backdrop for Zomer’s refreshing design perspective that celebrates imagination and play.
With just a few seasons under its belt since its launch, Zomer has already emerged as a distinct voice in the fashion space. Bright, experimental, and childlike without being childish, the brand reminds us of the 80s fashion days when anything felt possible and the future didn’t look dark, while also feeling like it could only exist today.
This campaign is a great example of how impactful a smart choice of location can be. When your brand has a strong creative point of view, something as seemingly simple as a choice of setting can take on a powerful sense of artistic symbiosis and engaging emotional narrative.
Zomer Creative Directors | Danial Aitouganov and Imruh Asha
Photographer | Fumi Homma
Model | Asako Sato
Stylist | Imruh Asha
Hair | Kazuhiro Naka
Casting Director | Taka Arakawa
Location | Yoro-Park, Gifu Prefecture, Japan