On Sunday, June 9, the founder of the Nahmias brand, Doni Nahmias, presented his Summer Spring 2025 collection at the Pan Pacific Park Gymnasium in Los Angeles. The show, which included a special performance by Machine Gun Kelly, marked a return to the brand's hometown after several seasons on the Paris men's calendar. The essence of the collection lies in the fusion of the designer's bold, grunge-inspired aesthetic with his love for sportswear. After the event, Nahmias spoke with FashionNetwork.com about his show and his upcoming projects, including the opening of his first boutique in Los Angeles.
Fashion Network: You performed your first show in Los Angeles. What convinced you to perform in Los Angeles?
Doni Nahmias: Showing in Los Angeles was like a homecoming for me and the Nahmias brand. After showing in Paris for several seasons, I wanted to take our Spring/Summer 2025 collection back to where it all began. Los Angeles' vibrant culture, dynamic fashion scene, and the opportunity to celebrate with our local community were important factors in this decision. The essence of laid-back California style and culture runs deep at Nahmias, and showcasing it here allowed us to share it with friends and family.
FNW: Did the recent shows of major luxury brands in Los Angeles impact your decision to show in Los Angeles?
DN: The growing presence of major luxury brands hosting shows in Los Angeles certainly influenced my decision. The Los Angeles fashion scene has been gaining momentum and recognition, making it an exciting time to show our collection here.
FNW: How has the Los Angeles fashion scene, and streetwear in particular, evolved since you arrived in the city?
DN: Since I arrived in Los Angeles, the fashion scene has evolved significantly. There has been a shift towards authenticity and individuality, with a mix of emerging designers and established brands making their mark. Streetwear, in particular, has grown to encompass more elevated and personalized styles, reflecting a desire for sophistication while maintaining its roots in comfort and individuality. The scene is now more diverse and inclusive, celebrating a wide range of styles and influences.
FNW: The show took place in a basketball gym. Was this a nod to your roots?
DN: Yes, the choice to use a basketball gym for the show was definitely a nod to my roots. Growing up in Summerland, California, basketball played a big role in my life and still does today. The Pan Pacific Park gymnasium was transformed into a nostalgic high school environment that reflected my personal journey from a troubled skateboarding teenager to the designer I am today. The scenario encompassed the themes of transformation and growth that are central to the SS25 collection.
FNW: What made you choose Machine Gun Kelly to open the show?
DN: Machine Gun Kelly was the perfect choice for the show because of our long-standing relationship. She was the first celebrity to wear Nahmias and we've stayed in touch ever since. She has always been a supportive friend and has a heart of gold. Her grungy vibe matched the collection's theme perfectly, and her performance added an authentic and energetic touch to the show. We redid the Smells like Teen Spirit music video as a parade and no one could have done it better. When I asked him if he was willing to come to the show, he said “fuck yeah.” He is a true artist and loves to perform.
FNW: What was your inspiration for the SS25 collection?
DN: The SS25 collection is inspired by my personal journey of growth and self-discovery. Reflecting on my troubled youth and my transformation into adulthood, the collection interweaves memories of adolescence with elements of sport and fashion. Combining a bold, grunge-inspired aesthetic with classic sportswear silhouettes captures the essence of that evolution. Each piece tells a story of overcoming adversity and embracing beauty, symbolizing the growth of the brand and my personal journey.
FNW: Are Nahmias sales much stronger in the American market than in Europe today? And how do you intend to win the hearts of European customers in the future?
DN: While the American market remains the strongest for Nahmias sales, we are also seeing growing interest from European customers. We plan to continue showcasing our collections in European stores and expand our presence through pop-ups and strategic partnerships with major retailers. Our goal is to bring the spirit of Californian style and our unique aesthetic to a wider audience in Europe.
FNW: Is a future exhibition in Paris out of the question?
DN: A future exhibition in Paris is not ruled out. Paris has always been an incredible platform to showcase Nahmias on a global stage. While we are currently focused on celebrating our roots in Los Angeles, we remain open to the opportunities that Paris offers and hope to return in the future.
FNW: You launched a pop-up in West Hollywood at Maxfield a few months ago. Does this format suit you and what did you learn from the experience?
DN: The pop-up at Maxfield was a huge success. It allowed us to create an immersive and intimate experience for our clients, showcasing Nahmias' aesthetic and vision in a unique environment. From this experience we learned the importance of interacting directly with our audience and the value of creating exclusive and personalized shopping experiences that reflect our brand identity.
FNW: You are planning to open your first boutique. How far along are you with this project and where in Los Angeles are you heading?
DN: We are actively in the process of searching for the right location for our first boutique. Our target area is West Hollywood, a vibrant neighborhood that aligns with our brand aesthetic and has a strong presence of high-end fashion and lifestyle brands. We are excited about the prospect of creating an iconic space that embodies the spirit of Nahmias and serves as a hub for our community.
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