12 STOREEZ unveils the launch of their Spring/Summer 2025 collection entitled Stillness in Bloom. The collection will be available at Dubai Mall, Dubai Marina Mall, 360 Mall Kuwait and on their website as of April 7th 2025.

In a world that moves faster than ever, 12 STOREEZ invites us to slow down and embrace the beauty of the present moment. Stillness in Bloom is a celebration of life’s quietest pleasures—the sun's warmth on your skin, the gentle rustle of leaves, and the peacefulness of simply being

Highlight the presence of the co-founders

For this collection, 12 STOREEZ wanted to showcase authenticity by featuring the co-founders themselves, Irina Golomazdina and Ivan Khokhlov, as the faces of the campaign. Rather than relying on traditional models, the brand chose to have its founders embody the spirit and values of the collection.

By stepping in front of the camera, Irina and Ivan not only bring a personal connection to the collection but also reflect its core message: the beauty of living in the present, finding serenity in nature, and the freedom that comes from being fully present.

Their participation in the shoot is a true reflection of the values they hold dear, making this collection more than just clothing—it’s an invitation to slow down and live in the now.

A closer look into the collection

The collection embraces the spirit of renewal with lightweight fabrics such as organic linen and fine silk, all in soft, natural tones. Each piece reflects an effortless elegance—designed to offer comfort, freedom, and a timeless sense of ease.

“For me, spring is all about renewal. In winter, colors feel flatter and more uniform, but spring brings subtle shades and nuances. You start seeing familiar things with fresh eyes and crave a sense of lightness in everything. That’s why our spring-summer collection feels so airy, flowing, and almost weightless,”

says Irina Golomazdina, Creative Director of 12 STOREEZ.

From relaxed silhouettes to intricate textures, this collection is a reminder to pause, to breathe, and to appreciate the now. It’s a tribute to the moments that define us—when we let go of our daily routines and simply exist, at peace with ourselves and the world around us.

Conclusion

Stillness in Bloom by 12 STOREEZ celebrates serenity and the beauty of the present. Embrace effortless elegance and the lightness of spring with pieces that are as timeless as they are comfortable. Build a wardrobe that lasts, evolves, and keeps you grounded in the simplicity of the moment.