Cast your mind back to being a kid: do you remember the first time you were captivated by clothes? Designer Danial Aitouganov and Dazed’s fashion director Imruh Asha channel that wild sense of wonder into a cute new shoot that heralds the arrival of their brand, zomer. 

Even the world’s most famous fashion stars were babies once, and so they’re captured as such by Asha and photographer Oliver Hadlee Pearch getting up-close and personal with the first zomer collection as it sweeps past them, flashes of hemlines swishing around at eyeball height.

As well as Aitouganov and Asha themselves shrunk down to toddler size are the likes of Vogue behemoth Anna Wintour, superstar make-up artist Pat McGrath, and legendary photographer Steven Meisel, complete with signature bandana scarf. Elsewhere, revered critic Suzy Menkes is unmistakable thanks to a baby pompadour quiff bobbing about on her head.

Right now, beyond this sneak peek and a few flashes of pieces from the inaugural zomer offering, there’s just a few titbits as to what it’s all about. Taking its name from the Dutch word for ‘summer’ – on account of its founders’ roots in the Netherlands – the label will bring together imaginative colour, unexpected textures and avant-garde, experimental silhouettes, as well as drawing on contemporary art and culture for inspiration.

According to the two creatives, who’ve been friends since they were teens roaming around Amsterdam and first toyed with joining forces on a brand almost a decade ago, ready-to-wear, bags, shoes and accessories will all be on the line-up, with an emphasis on joyful dressing and a playful sense of experimentation.

With zomer’s debut show set to take place in Paris during the upcoming SS24 womenswear season [on September 26 to be precise], sponsored by their partner ECCO Leather, Dazed will be going more in-depth on the label with Aitouganov and Asha via an interview closer to the time. Stay tuned to see what they have in store, and click through the gallery above to see the full Just Kids shoot.