When it comes to the Australian fashion, few can rival the pedigree that Zimmermann has on the market. Since launching the brand 25 years ago in her hometown of Sydney, the brand’s designer and founder Nicky Zimmermann has built a business that proves how a globally commercially viable line doesn’t have to originate from the known fashion metropolises: New York, Paris and Milan. Not only is Zimmermann one of the most recognized names to come from the Land Down Under, it has grown to become one of the leaders in swimwear. It is Net-A-Porter’s top-selling line in this category and has been worn beachside by modern-day style icons, including Beyoncé, Kendall Jenner and Miranda Kerr.
Indeed, when one thinks of Zimmermann, a refined, fun-in-the-sun vibe automatically leaps to mind. Its use of effervescent colors, flirty silhouettes and eye-catching details are perfect for holidays spent overlooking an oceanfront view. And seeing how resort collections (hint: the lines made specifically for jet-setters vacationing during the winter months) have become the cash cow for most luxury labels, it is no wonder why Zimmermann has been so successful. To whit: it caters to a climate that has consumers spending their hard-earned dollar more readily.
That said, Zimmermann began as a ready-to-wear line, encompassing more than just swimwear and beach cover-ups. For one, its recent collection showcased a bevy of coats, long evening dresses, and knee-high boots. And over the past couple of seasons, it moved its runway presentation from sunny Sydney to New York Fashion Week—a shift that could be perceived as its way of diverting from its resortwear reputation. Perceptively, this is not the case. The brand rolls out six deliveries for its resort line from September to November—along with eight shipments during spring. And judging by the breezy, yet chic quality that is part and parcel of its recent designs (even for the fall season), Zimmermann still fully encapsulates the Australian spirit, catapulting it to a global audience.
Here, Nicky Zimmermann chats about the significance of resort collections, and how she is looking to expand her brand’s reach and reputation.
How would you describe the Australian fashion industry?
The fashion industry in Australia has really evolved over the last decade or so. There has always been some unique talent here, but more recently, a lot of local designers are really finding their own niche and creating a distinct aesthetic that feels true to the Australian lifestyle.
How does Australian fashion differ from the rest of the world?
I think designers in Australia are really lucky—in some ways being so isolated makes it harder to be connected to what’s happening in fashion globally, but in other ways, that isolation has helped us, especially for Zimmermann, define the way we approach design and dressing. Our lifestyle and environment is unique, and I think it comes through in the things we create.
How does Zimmermann stand apart from other brands?
The one thing we’ve always focused on is forging our own path. We’ve always been very true to our aesthetic. We create collections that are fresh, feminine and optimistic, and we do that against the backdrop of our unique way of life in Sydney.
Who is the core Zimmermann customer, and how are you fulfilling her needs season after season?
The Zimmermann woman is feminine and likes to have fun with fashion. She loves to buy things that make her feel good and beautiful. She has an eye for something new and unexpected and forms an emotional connection with the things she wears.
Why do you think the resort market has become so prevalent in the fashion industry?
Resort has now come to mean so much more than a wardrobe for the elite traveler. I think women have come to embrace the wear-ability and longevity that resort garments can have in your wardrobe all year round—regardless of whether you live in Sydney, New York or London or wherever.
Why do you think the Zimmermann brand has become so synonymous with resortwear/swimwear?
It’s funny how sometimes people are surprised that we started as a ready-to-wear brand. Our swimwear is influenced by, and is an extension of, the creative ideas that are inspiring our ready-to-wear from season to season. Obviously coming from Australia, a swim and resort line has been a natural fit and has easily resonated with, and been understood by fashion conscious women around the world.
What steps are you taking to highlight your ready-to-wear collection more prominently?
We’re not really taking any more steps than we have in the past to feature ready-to-wear over swim. They’ve always sat harmoniously together, side-by-side to provide something different for our woman. But at the same time, we decided a number of years ago to show our ready-to-wear collection each season in New York, to make the city a sort of home away from home for us. As a designer from Australia, it’s unrealistic to think you can stay at home here, create collections and expect the world to come to you. So you need a base in a global fashion city and New York is that for us.
How do you feel about trends in fashion, and do you think it is important to follow them?
As a designer, it’s not something I ever consciously think about. The thing that has always been the most important to us is to stay true to our aesthetic, and not get distracted by how things may change from season to season.
How would describe the overall aesthetic of your ready-to-wear collections over the past few seasons?
Our ready-to-wear collections retain an aesthetic that is often occasion based; it’s feminine and playful, but with a firm focus on unique detail, color and print.
How are you looking to grow the company in the next five years?
We’ve always put our collections and creative process at the heart of everything we do, and have continued to pursue new opportunities and projects that feel natural and have excited us, and the people around us. We have a number of new Zimmermann stores that will open in both the US and Europe over the next period of time, and some creative projects with partners in both Australia and the United States. There’s so much happening for us at the moment and it’s a really exciting time.
