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·"Back to Front" Fall 2025 Ad Campaign

Model wearing a long purple coat with vibrant multicolored fringed hair standing in front of a graffiti-covered storefront.

Model from behind walking down a city street wearing a chartreuse yellow matching set while holding patterned lampshades.

Model seen from behind with red braided hair wearing a long brown coat walking on a Parisian street

Two models with bright pink and blue hair wearing textured colorful fashion pieces walking in front of a painted floral wall

Model wearing a backless purple dress walking down a sunny city sidewalk holding a wooden chair

Model seen from behind wearing a vibrant multicolored fringe jacket and yellow wedge shoes on a sunny Parisian street

Model wearing a matching floral patterned outfit and lampshade headpiece standing on a street corner in front of a bakery.

Model standing on a city street holding a garment bag, wearing a color-blocked leather jacket and yellow skirt.

Model walking away on a city street carrying a bouquet of colorful red, orange, and pink flowers

Two models standing on a Paris street wearing layered designer clothing and back-to-front garments, photographed by David Luraschi.

Two models running down a city street wearing distinctive layered tops and sequined trousers for Zomer Fall 2025 campaign.

Model with dreadlocks wearing striped shirt and brown trousers walking on a sunny city street holding a colourful toy spring

Model seen from behind walking down a city street wearing a blue denim jumpsuit with long blonde hair and holding a small handbag.

Woman wearing a backwards brown suit holding a baby in front of a Parisian bakery storefront

Two models seen from behind wearing long padded coats with back zippers outside a building for Zomer campaign

Model from behind wearing a brightly colored striped gown with fringed collar walking down a city alleyway

Zomer "Back to Front" Fall 2025 Ad Campaign 2025

About

The Back to Front Fall 2025 campaign for Zomer is a vibrant study in subverting traditional sartorial perspectives. Captured through the lens of photographer David Luraschi on the historic streets of Paris, the project leans into a surreal, high-energy aesthetic that challenges the viewer by presenting its subjects almost exclusively from behind. This intentional framing highlights the architectural complexity of the collection, where garments—ranging from reversed wool blazers to neon-fringe bombers and quilted coats with exaggerated rear zippers—take on a life of their own. The editorial imagery thrives on the tension between structured luxury fashion and the candid, everyday backdrop of Parisian urban life. With casting led by Aroua Ammari, the models, including Anaïs Weiss and Tallula Macilwaine, animate the pieces with playful accessories like lampshades and rainbow slinkies, injecting a sense of whimsy into the polished streetwear. By utilizing natural light as a primary tool, Luraschi emphasizes the rich textures, saturated hues, and intricate patterns of the clothes. The campaign functions as a cohesive visual narrative that elevates everyday motion into a compelling editorial experience, perfectly blending a commercial fashion house sensibility with a distinct, avant-garde flair. Through this lens, Zomer redefines the act of walking away, turning the back of a garment into the most important focal point of the season.