Zomer

Sep 2025

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.

Editorial, Lifestyle, Lifestyle

Natural light

Luxury Fashion Houses, Fashion