Zomer Is a Pocketful of Sunshine
In violently grey Britain, summer seems like a far-off fantasy. Just as seasonal depression gets serious, thankfully Zomer—Dutch for ‘summer’—has swooped in with an ultra-vibrant campaign that is as good as a shot of pure, unfiltered sunshine. Photographed by Fumi Homma, the brand’s electric, colourful clothes are captured against kaleidoscopic backgrounds in Japan.
Ever inspired by art, a model poses against the rippling exterior of Site of Reversible Destiny—Yoro Park. The site, made up of prismatic pavilions (called Architectural Fragments) with wildly hallucinogenic interiors, was designed by Shusaku Arakawa and Madeline Gins as an exploration into the intersection between architecture and the body. Wearing a multicolored dress in full bloom, the model’s dress undulates in time with a building and lush landscape, highlighting Zomer’s synergy with summery surroundings.
Dressed in a blazer which nips and tucks around the body’s contours and a skirt sprouting with loopy bead-filled protrusions, another image captures a model amid sunshine-yellow shapes. In it, the animated outdoors becomes static and the inanimate clothing bursts to life: an electric display of how inert garments can liven, well, life up—all on their own. Amid the current blustery weather, when one more minute spent indoors can feel quite maddening, the campaign serves as a reminder of the blue skies ahead.
