4 March 2026 |
Paris, Tuesday morning: just a few steps from the Seine, tucked away from the weekday traffic, Zomer took to the stage – but not the kind you are thinking. Instead of a runway, the brand presented its fifth collection on none other than the 200-year-old stage of the Théâtre du Châtelet, hosted by Lyas’ La Watchparty. The audience? A selection of industry invitees joined by almost 2,000 freely-admitted attendees of all ages and backgrounds. That’s the magic of La Watchparty: no exclusive invitation, no secret location or first-row privileges – just a crowd of fashion enthusiasts joyfully coming together to watch and react to screenings of the major shows on the fashion schedule. But at Zomer, the show stepped away from the screen and into the actual venue.
Designer Danial Aitouganov’s vision for his AW26 Zomer collection aligned perfectly with the ethos of La Watchparty: a celebration of familiarity and intimacy, of the pleasure of fashion first and foremost as a means of self-expression and experimentation. The audience did not find overworked looks on stage, nor abstract ensembles. Their gaze was, however, met by jackets reborn as skirts and paired with soft Russian silk scarves, and the kind of button-up shirts so effortlessly cool and comfortable you can’t stop picking up again and again. The styling was intuitive, a wink at the everyday routine, with house keys and sunglasses peaking out of the pocket of relaxed tailored trousers and warm, structured coats.
Linings remained visible, edges raw, silhouettes quintessentially soft and simple but never boring. Enriching the looks were gem-embellished Asics and watches from the brand’s partnership with Casio. From serving as top shoulder straps to adding a twist to the draping of a jersey dress, the timepieces were – unsurprisingly – found everywhere but on the wrist.
In a time of global chaos, Zomer turned inwards, showcasing a narrative of personal anchors where the pleasure of simplicity creates room for visionary experimentation.
Photography courtesy of Zomer.
