Fashion

Australian Beachwear Label Zimmermann Opens a Soho Store

Fashion

Australian Beachwear Label Zimmermann Opens a Soho Store

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Australia isn’t normally recognized as a fashion hotbed, but with emerging labels like Dion Lee and Lover, the land down under is rapidly emerging as a breeding ground for young, talented designers. Among Australia’s fashion labels du jour sits Zimmermann, a labor of love from two sisters, Simone and Nicky Zimmermann. Known for its high fashion swimwear line and effortlessly polished resort wear, the label’s overall feeling is one of lightness and romance. Every year, the coolest Sydney girls hang out in Bondi wearing the label’s floaty designs and delicate prints, but now the sisters are set to take on downtown Manhattan.

In town this week to open their first New York store on Mercer St in Soho—an airy 1,300-square-foot base with vast ceilings and fresh white walls— Nicky told Style.com, “We wanted the New York store to feel fresh and sexy, in a casual Australia sort of way.”

Fresh and sexy is one way to describe the style of fresh-faced Aussie girls who sport an perma-tan and casually surf after work before they head out for cocktails, their bikini secretly hiding underneath their little black dress. It’s an essence that’s hard to capture, but somehow Zimmermann has not only done that, but since its 1991 launch, has helped to define it.

In a plan to hijack the downtown cool kids of New York and turn them into carefree beach babes, the new Zimmermann store is home to their coveted swimwear, best-selling ready-to-wear collections, as well as a few bikinis and rash guards exclusive to the U.S. store. “We have these great rash guards that we have been working on recently and we’ve introduced some new bold color injections that will look great with summer skin later in the season,” Nicky said. Step one, get a tan. Step two, find a body of water to wear them in.

Also coming soon is the label’s U.S. e-commerce shop, launching next month, and a full children’s swimwear line. Bringing the best of Down Under to The Big Apple.