Imruh Asha

Imruh Asha is a Dutch-Caribbean stylist and the co-founder of the avant-garde fashion label Zomer. Based in Paris, he is a prominent figure in the international fashion community, serving as the fashion director at Dazed magazine. Asha’s extensive portfolio includes styling for some of the world’s most influential luxury houses, such as Dior, Jacquemus, and Louis Vuitton. His work is known for its surrealist edge and its ability to challenge conventional image-making through bold, boundary-pushing creative direction.

In 2023, he collaborated with designer Danial Aitouganov to establish Zomer, bringing his distinct visual sensibility to the world of garment design. His role within the label is defined by a commitment to inclusivity and the celebration of kaleidoscopic, experimental aesthetics. By merging his background in high-fashion editorial with a playful approach to luxury, he has helped position Zomer as a unique and joyful presence in the industry. Asha remains a key influence in the evolution of contemporary fashion styling and creative storytelling.

Kaleidoscopic colour and unexpected textures form the basis of a rebellious and sophisticated aesthetic that champions inclusivity and a childlike joy in experimentation. The work often incorporates surrealist or humorous elements, using avant-garde image-making to challenge conventional perceptions of beauty and luxury. This analytical approach to design focuses on the creation of 'positivity and humor' through a dialogue with contemporary art and cultural history. By prioritising the emotional resonance of the final image, the design signals a commitment to a more expressive and diverse mode of creative storytelling.

The treatment of the body is one of radical celebration, where garments are used to express individual identity and creative freedom. The focus remains on the transformative power of fashion and its ability to act as a site for surrealist performance. This methodology allows for the creation of collections that are both intellectually engaging and visually impactful. By bridging the gap between high-fashion editorial and conceptually driven garment design, the work establishes a unique space for critical avant-garde practice that values the joy of the creative impulse above all else.