{"id":706673,"date":"2025-07-21T15:21:38","date_gmt":"2025-07-21T13:21:38","guid":{"rendered":"https:\/\/numero.com\/?p=706673"},"modified":"2025-07-22T11:05:02","modified_gmt":"2025-07-22T09:05:02","slug":"lvmh-prize-2025-danial-aitouganov-co-founder-of-the-sunny-label-zomer","status":"publish","type":"post","link":"https:\/\/numero.com\/en\/mode\/lvmh-prize-2025-danial-aitouganov-co-founder-of-the-sunny-label-zomer\/","title":{"rendered":"LVMH Prize 2025: Danial Aitouganov, co-founder of the sunny label Zomer"},"content":{"rendered":"\n
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Danial Aitouganov and Imruh Asha \u00a9 DR.<\/figcaption><\/figure>\n\n

Zomer, finalist of the 2025 LVMH Prize<\/h2>\n\n

Sometimes a single accessory is enough to capture a fashion moment. An invisible bag made up of handles with no actual container, simply hanging from the crook of the arm, has recently gone viral on Instagram. Behind this whimsical, coveted item is Zomer<\/strong>. Founded in 2023 by designer Danial Aitouganov<\/strong> and stylist Imruh Asha<\/strong>, this new Dutch label has been presenting its collection at Paris Fashion Week since its creation.<\/p>\n\n

As finalists for the 2025 LVMH Prize<\/a>, the duo has rapidly made its mark with their signature style blending experimental silhouettes, childhood nostalgia, and kaleidoscopic colour palettes. Their brand, whose name means \u201csummer\u201d in Dutch, exudes a naturally free, sunny energy and storytelling to offer a wardrobe designed as a playful space.<\/p>\n\n

With vibrant materials<\/strong> and stylized surrealism<\/strong>, each one of their pieces is an act of exploration. And every visual campaign they release, staged like a short film, reinforces their ambition to create an all-encompassing world where fashion<\/a>, cinema<\/strong>, and contemporary art<\/strong> collide.<\/p>\n\n

To translate this vision, the duo frequently collaborates with renowned photographers. Among them is the brilliant Viviane Sassen<\/strong> (also Dutch), whose graphic and colourful universe beautifully aligns with that of Zomer<\/strong>. Interview with one designer from the duo shaping the future of fashion design<\/strong>.<\/p>\n\n

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\"The\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n
The Zomer Spring\/Summer 2025 show. <\/figcaption><\/figure>\n\n

Interview with Danial Aitouganov, co-founder of Zomer<\/h2>\n\n

Num\u00e9ro: When and why did you create your label Zomer?<\/strong><\/p><\/p>\n\n

Danial Aitouganov<\/strong>: I had been working in the fashion industry for about ten years, and so had Imruh Asha<\/strong>. We had always dreamed of creating something together, but we didn\u2019t have the experience, means, or network at first. Zomer<\/strong> was born out of a need for personal expression. I was tired of bringing someone else\u2019s vision to life. As for Imruh<\/strong>, he often felt restricted in his shoots because of commercial constraints.<\/p>\n\n

If you dig deep into yourself, what\u2019s your earliest fashion-related memory?<\/strong><\/p><\/p>\n\n

As a child, I was very particular about what I wanted to wear. My mother picked out my clothes, but I never agreed with her choices. There was a blue and white striped t-shirt that I loved, and we actually recreated a version of it in a previous collection.<\/p>\n\n

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Une publication partag\u00e9e par zomer (@zomer.official)<\/a><\/p><\/div><\/blockquote>