“We didn’t really think about doing a big show and now all of a sudden, it’s our biggest one,” said Zomer’s Danial Aitouganov.
With reason: in addition to a couple hundred industry guests, content creator Lyas packed the 2,000-something-seat Théâtre du Châtelet to the rafters with fashion fans for the first Watch Party to take place in a very meta way right in the middle of the actual show. Excited titters ran in the audience as show-goers saw themselves kiss cam-style on the giant screen on stage.
While this dovetailed with Aitouganov and cofounder Imruh Asha’s desire for accessibility, it was but the backdrop for a solid Zomer collection.
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To kick off the season’s conception, the design duo asked their team to bring in favorites they “Zomified,” as Aitouganov put it.
Out came a motley crew of asymmetric A-line skirts descended from kilt-style ones left partially open; smart shirts with collars and sleeves layered three deep, offering playful adjustment options; dresses spliced with silky floral print godets, pushing the dial from serious to swingy; Crombie coats augmented with contrasting silky sack backs, and coats with integrated blankets that looked equal parts cocooning and cool.
There were even some more straightforward options like sharp-shouldered long and lean coats with oversized leather collars, or jersey dresses that simply featured striking structural work that turned the fluid material into flattering form-skimming structures. It might not have the social media va-va-voom of, say, last season’s hair grip top, but they’ll certainly have staying power.
“We don’t have to come up with something viral-oriented every season,” said Aitouganov. “It’s OK to do a season that’s more realistic.” As their lineup proved, reality doesn’t have to be boring. It can also be attractive, legible and filled with interesting details.
