The Flattering Allure of the Zimmermann

the flattering allure of the zimmermann

Get a taste of Australian fashion with the high-street fashion brand Zimmermann and its diva-like, stunning, collection of dresses and swimwear.

At the beginning of the 1990s, just when the fashion world was gearing up to reinvent itself from the experimental last few decades, a new luxury brand was founded in Australia. Two sisters – Nicky and Simone founded the brand after their surname, Zimmermann.

Since its modest beginning, the brand has become a household name even on the western shores. Many high-end retailers now offer their products, with women of all ages loving their vibrant, comfortable, and elegantly flattering dresses.

So, today, let’s find out about Zimmermann and its unique perspective on fashion and styles.

A Pioneering Act from Australia

Don’t get us wrong – Australian fashion has always been a thing of unique brilliance. However, the country isn’t regarded as integral to the fashion royalty as, for example, Italy or France is. So, it’s delightful to see how Zimmermann is taking Australian design and craftsmanship to the outer world, sometimes outshining some of its more influential peers.

Each year, the brand releases at least three new collections of ready-to-wear dresses, albeit by following an Eastern Hemisphere calendar. It includes the Spring/ Summer, Fall, and Resort collection. It also releases a summer and a resort collection for swimwear.

What makes Zimmermann so enchanting is its unapologetic incorporation of Australian aesthetics. Their dresses are destined to attract the attention of appreciating eyes for their vibrant colors and flowy cuts, while their swimwear would hot up the beaches or its intricate detailing and effortless seduction. You may even mistake some of their summer dresses as something from the mermaid world.

From Modest Beginning to a Rising Influence

You see, it was a modest brand in its inception, like most of today’s luxury fashion brands used to be at some point. But the story of Zimmermann is even more interesting. After attending a design school in East Sydney, Nicky – one of the co-founders started making clothes at her parent’s garage and selling them first-hand at the Paddington markets. She wanted to see how women responded to her designs to live and incorporate those feedback while designing new items.

With such passion and dedication going into the work, it was obvious that Nicky would turn her brand into a success story. So, when her sister Simone joined the cause, they soon managed to open their first store in 1992 with a collection of ready-to-wear dresses. Zimmermann was launched in the US in 2011 and took no time to create a loyal following. Subsequently, it has also expanded its line to include kid’s items, swim separates, and accessories.

Currently, Zimmermann operates 27 stores in three countries – Australia, the USA, and the UK. It also sells its designs online – both through its own boutique and some international retailers. Available to the world, the brand has become more than just an Australian expression of fashion wear but a cultural tool for inclusiveness.

Mick Pacholli

Mick created TAGG - The Alternative Gig Guide in 1979 with Helmut Katterl, the world's first real Street Magazine. He had been involved with his fathers publishing business, Toorak Times and associated publications since 1972.  Mick was also involved in Melbourne's music scene for a number of years opening venues, discovering and managing bands and providing information and support for the industry. Mick has also created a number of local festivals and is involved in not for profit and supporting local charities.        

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