Zomer and KARHU Return With a Playful New Shoe
Zomer founder Danial Aitouganov talks about the latest drop, childhood and using AI as a creative.
Summer always puts a spring in our step, and this latest collaboration captures just that, literally. Zomer (Dutch for “summer”) teamed up with KARHU once again to debut the Mestari Kesä sneaker, an archival silhouette reimagined through Zomer’s bold, offbeat lens.
Founded by designer Danial Aitouganov and stylist Imruh Asha, Zomer thrives on playful experimentation, blending art, self-expression and a hint of humor into its elevated designs. KARHU, on the other hand, brings over 100 years of performance expertise, rooted in Finnish minimalism and a legacy of outfitting athletes worldwide.
The result? A sneaker that balances both worlds effortlessly. The Mestari Kesä pairs a split-color upper with a chunky, performance-driven sole, finished with a delicate, ballerina-inspired strap. Equal parts technical and expressive, the shoe is built for everyday movement and to make a statement while doing it. First spotted on the runway at Zomer’s SS26 show, where models stomped through a giant paint palette, the shoe quite literally left its mark.
Accompanying the release is “Big Foot,” a campaign that pushes the collaboration into new territory. Leaning into the contentious space of AI-generated imagery, the visuals were created from the ground up alongside photographer Lucas Babinet, exploring the evolving relationship between technology and creativity.
We always wanted to start a brand, but at the time we didn’t have the tools, network or experience, so we just jumped into the industry. I [Danial] worked at houses like Chloé, Burberry and Louis Vuitton, while Imruh built his path through styling and became Fashion Director at Dazed. In 2023, we felt ready to take the leap and start Zomer together. Even though the market is quite saturated, we genuinely believe we have something distinctive to offer.
You’ve got your second collaboration with KARHU coming up. Can you tell us how this partnership came about and what we can expect this time around?
The collaboration came very naturally. KARHU approached us, and we immediately felt it was the right fit as Zomer’s first collaboration. There is a real synergy between the two brands, which made the process feel really organic for us.
The team at KARHU is incredible, so it was a great experience. They gave us the space and creative freedom to explore our vision, while bringing their expertise and deep knowledge of shoemaking. That balance made the collaboration inspiring.
Your latest KARHU campaign plays with the blurring boundaries between AI and reality. How do you manage these two worlds as a creative?
AI is increasingly becoming a part of our everyday reality, so it felt natural to start exploring it now rather than later. For us, it’s about understanding the tool and seeing how it can expand our visual language.
In this campaign, some elements are photographic and others are AI-generated, but the process behind both is treated equally. It still takes time to achieve the right result, adjusting colors, light and composition until everything feels coherent. It’s not as easy as it might seem. The intention and the eye behind it remain essential.
How do you come up with the concept for a campaign? Can you tell us a bit about your creative process?
The concept comes from our SS26 collection, where we explored exaggeration and reduction, playing with proportions by blowing things up and minimizing them. For this campaign, we wanted to take that idea further by “blowing up” the shoe itself and placing it in an unnatural proportion. It allowed us to push the narrative beyond reality, while still keeping a sense of humor, which is an essential part of Zomer.
Zomer is all about self-expression and child-like play. What is it about childhood that interests you and do you have a favorite childhood memory?
What interests us about childhood is the instinct, not overcomplicating things, just reacting to a first feeling. There is a kind of purity in that way of seeing the world that we try to hold onto.
Danial: I grew up in Russia, and one of my strongest memories is being around six years old, surrounded by snow that was higher than me, almost disappearing into it. That feeling of scale and wonder really stayed with me.
Imruh: I was a very colorful kid. One memory that stayed is of me on the beach, building a human-like tower and covering it with bright towels, imagining it as a giant figure. These kinds of simple, playful moments still influence how we think and create today.
How do you bring Zomer’s identity together with KARHU’s more heritage-driven character?
We see it as a great way to expand creativity, to have fun and explore, but always grounded in real knowledge and craftsmanship. That balance is important to us, creating something that feels fashion-forward and expressive, while still being considered and wearable.
Your brand showcases a deep connection to contemporary art. Who are some of your favorite artists?
We draw a lot of inspiration from the Expressionist movement, as well as the CoBrA movement, especially from artists like Karel Appel. At the same time, we’re also influenced by figures like Picasso and Yves Klein.
There was a moment where we stepped slightly away from that direct connection to art, but it’s something that has always been naturally part of us. For the upcoming season, we’re planning to reconnect more deeply with that artistic side again. It’s an ongoing process that continues to evolve with each collection.
Working as a designer duo, how do you balance roles, and what happens when you disagree?
In the first season, there was definitely some tension, mainly because we had to get to know each other again in a different context. You can know each other well as friends, but working together as business partners is something else entirely.
Now it feels much more fluid. Of course, there are still disagreements, and honestly, that’s a good thing. That kind of friction creates reflection and pushes the work further. It keeps the brand evolving rather than becoming too comfortable.
What can we expect more of from Zomer in the future?
We’re growing, and with that come challenges, but it’s also an exciting moment for us. Right now, we’re focused on refining the product and continuing to build a strong, engaged community around Zomer. We also have a few surprises coming up, things that feel playful and unexpected, which we’re really looking forward to sharing.
