Review of Zomer “Back to Front” Fall 2025 Ad Campaign by Photographer David Luraschi with models Anaïs Weiss, Tallula Macilwaine, Misha Evan Kelly, Dali Moudre, Martine Wolfe, Soraya, Sidiki Touré, Julie, Jolyne, Tanit, Talisa Carling, Opheleia, Valentine Chen, and Eromy
Zomer’s Fall 2025 campaign “Back to Front” plays with inversion, humor, and everyday spectacle, reminding us that fashion doesn’t have to be so serious to be impactful. Shot on Paris streets by David Luraschi, the imagery is instantly recognizable as part of the brand’s mischievous visual language—models turned away from the camera, coats zipped the wrong way, lampshades turned into hats, wigs exploding into wild shapes. The campaign collapses the line between fashion editorial and street photography, making each scene feel caught mid-stroll rather than staged.
What works is the way this inversion frames Paris itself as a character. The boulangeries, green trash bins, and graffiti shutters aren’t backdrops—they’re equal players in Zomer’s playful theater. There’s a subtle comedy in seeing couture-like textiles trailing over crosswalks or an exaggerated wig filling the frame against grey concrete walls. The humor never undermines the clothes; it amplifies them, insisting that style has room for both craft and comedy. By grounding its surrealism in recognizable city corners, Zomer keeps the imagery accessible and fresh.
The casting adds to the campaign’s offbeat intimacy. Instead of glossy perfection, the models bring quirks and personality. A baby appears tucked into a blazer. Two women walk arm in arm with oversized coats zipped from back to front. Sequined culottes sparkle next to sneakers on a grimy street. It’s street style reimagined—half theater, half everyday life. And by showing garments literally reversed, the brand underscores its willingness to flip convention, to see things differently.
Still, some images may feel more like a visual gag than a lasting campaign statement. The humor lands, but the emotional depth doesn’t always follow. Unlike more narrative-driven fashion campaigns, there’s no central story or character arc here—just vignettes of inversion and play. Depending on the viewer, that can feel charmingly light or frustratingly surface-level.
Ultimately, “Back to Front” is Zomer at its most signature: mischievous, city-rooted, and unafraid of the absurd. It doesn’t reinvent the brand’s formula, but it doesn’t need to. By continuing to collapse fashion’s wall between spectacle and everyday life, Zomer keeps its DNA intact while reminding us that joy can be as radical as innovation. Sometimes, turning things around is all it takes.
Photographer | David Luraschi
Models | Anaïs Weiss, Tallula Macilwaine, Misha Evan Kelly, Dali Moudre, Martine Wolfe, Soraya, Sidiki Touré, Julie, Jolyne, Tanit, Talisa Carling, Opheleia, Valentine Chen, and Eromy
Casting Director | Aroua Ammari