Danial Aitouganov and Imruh Asha Bend the Rules at Zomer

Danial Aitouganov and Imruh Asha hope to be the antidote in an inescapably dark world with their nascent brand Zomer. Inspired by the Dutch word for summer, Zomer is characterized by a joyful mix of sophistication, a kaleidoscope of colors, fantastical sculpture-work, and childlike sensibilities. The unique collective project of designer and stylist, who are longtime friends, feels like a breath of fresh air in an industry so beholden to the rules. The clothes reflect this irreverence through their emphasis on innovative textures, surrealist sculptures, and classic cuts imbued with modern twists. 

While the label is barely a year and a half old, it’s been a decade in the making. The duo met in their early 20s as students in Amsterdam. Asha was working at a concept store, and Aitouganov needed a stylist for his graduation project. “Together, we fell in love with the craft of creating visuals with clothing,” Aitouganov tells me. “We bonded over the love of fashion and we also loved working together.” When Aitouganov was selected as a finalist at the Hyères International Festival, he and Asha once again teamed up. The undeniable chemistry led to the possibility of making this partnership permanent. “We were like, 'Okay, maybe we can start a brand together; we have a moment here.' But at the same time, we had to be realistic because we didn’t have any context, networks, skills, experience, or money. So we decided to wait.”

For seven years, Aitouganov and Asha put their partnership on hold and took on the fashion industry separately, collecting not just accolades but also the experience they needed before building something together. Asha became one of the industry’s most sought-after stylists and was appointed fashion director at Dazed. Meanwhile, Aitouganov held designer roles at Chloé, Burberry, and Louis Vuitton. 

“Imruh and I stayed friends throughout,” Aitouganov continues. “We spoke every day.” They excitedly watched one another grow, achieve success, and gain wisdom. Over time, they also began to share grievances. 

“As a designer, you work for brands who have their core vision, and you have to step into the mind of the creative director. Sometimes I didn't agree with their choices, and I started to feel exhausted by constantly questioning the infrastructure of a company, even the taste levels. Then, I started to feel like I needed to step out and start things on my own.” Asha was also feeling this way, after having his visual language limited by the boundaries of others' visions. 

“Eventually we just felt ready. We had learned to scale and anticipate problems so we thought it would be smoother for us. Then we just decided to jump.”

It all started with their viral "It’s Just Kids" campaign, which introduced the world to the brand through imagined depictions of younger versions of fashion icons, from Anna Wintour and Steven Meisel to Suzy Menkes and Pat McGrath. Then, Zomer made its debut at Paris Fashion Week in 2023, at the showroom of Dover Street Market Paris, with wooden dress sculptures—a collaboration with artist Amaury Darras—sun-kissed blouses, skin-baring cutouts, and lashings of silk. They closed the show with a nod to their first campaign, their own kid doppelgangers bouncing down the runway in their place. Since then, they’ve also deployed femme and elderly versions of themselves. 

“I think it gives a humorous touch," Aitouganov quips. "I felt comfortable with it because I wasn't comfortable showing my face either. Of course, we had some comments about it being pretentious, and being very Margiela, but it's not about being pretentious. I don’t feel comfortable showing my face because it's just not about us, you know?”

It’s clear that the Zomer duo is anything but juvenile. Together, Aitouganov and Asha consider the whims of the markets, balance their desires with the harsh realities of the industry, and aren’t afraid of living in the duality of practicality and playfulness. It cements why such a young brand has already garnered such widespread admiration, and they plan to be here for a while. 

Aitouganov and Asha have built Zomer by relying on their instincts. So far, it's served them well. The running theme of doppelgangers of themselves take their bow at the end of runway shows instead of making an appearance of their own cuts through austerity. With each success, they’re emboldened to trust their gut. For their Spring/Summer 2025 show, they explored—by Miranda Priestly’s standards—a tired trope: florals for spring. Inspired by a trip to Savannah, Georgia, the duo presented a collection that did the impossible and stripped back the garden by presenting a fertile and elegant exploration of earthy designs, distorted and embellished by Asha’s styling. 

Aitouganov and Asha’s harmonious working partnership is a testament to their decade-long chemistry and friendship. Aitouganov explains, "It's a dialogue between us, and while I'm the executor of the designs, Imruh is always reacting to them, shooting ideas. It's like a ping-pong game." It’s constant; whether it’s over phone calls, texts, trips to Japan, or archiving inspiration from galleries, Yves Klein, or Piet Mondrian, Aitouganov and Asha are always cooking up what’s next. After all, they waited seven years to be ready for this moment.