On June 10, Zimmermann unveiled its much anticipated Resort 2022 Collection globally in a video beautifully shot against a pastel backdrop, completed with the mesmerizing sound of seabrid and ocean waves. The new collection, named ‘The Postcard’, comprised of billowing skirts, exquisite dresses with pleated details, full ruffled shoulders in upbeat, ombre shades, is one of the brand’s most romantic collections yet, and signifies the return of dressing for fun and adventure in full force.
Nicky Zimmermann, co – founder and Creative Director of Zimmermann, says of the unique prints and dazzling colors (think burnt organge, powder pink, inky blue and more) used in the collection: ‘We were giving the opportunity to work with some of the beautiful art of James Northfield who created iconic Australian travel posters around the 1950’s. I was drawn to the colors Northfield used and the romantic nostalgia the imagery evoked.’ She continues with reference to the inspiration behind the new designs: ‘I wanted to create a collection that had a real sense of joy and would conjure up feelings and memories of a wonderful holiday – the anticipation, excitement, fun and laughter that we have all been missing so much!’.
The collection’s 40 new looks are exactly what the Creative Director had intended: fun, sophisticated, elaborately feminine, yet exhilaratingly carefree. ‘Thoughts of summer holiday and good time to look forward to was my starting point as it perfectly embodied the feeling I wanted to portray, and the summer details were layered in from there’.
The contemporary take on’50s silhouettes is as refreshing and addictive as a cool lemonade on a hot summer day: stylish co — ord sets; unbuttoned, voluminous shirts that also double as light summer jackets; crocheted raffia bucket hats; loose – fitting pyjamas in the brand’s signature silk; and not to mention the intricate details in abundance – 3D flower appliques, beads and fringes, layers upon layers of soft petticoats. The collection is truly a love letter to the summer romance we’ve all been longing for.
‘There are 3D fabric clamshells and strings of sheels that fly off the dresses when they move, as seen on look 32 which is one of my favorites’. Speaking of her favorite looks and details of the collection, Zimmermann says: ‘I also love the ombre looks and wanted them to remind people of a beautiful summer sunset or sunrise and the good times ahead’.
There is no doubt that the post pandemic fashion has returned with a bang. Zimmermann tells me that during the process of creating the new collection, she was also thinking of holiday imagery from the ’50s and ’60s and what women would be wearing – what they’d wear to brunch or enjoy an afternoon cocktail in – and how she could interpret that into something modern for today. ‘The silhouettes are a nod to the era – cinched in waists and voluminous skirts with tiered tulle petticoats underneath which I think are flirtatious and fun. Another personal favorite is the linen suit – I’ll definitely be wearing this from the office to dinner’.
Hard to believe, but Zimmermann was founded 30 years ago in 1991, yet as the well – recognized Australian fashion house, the brand has gone from strength to strength ever since its global invasion over 10 years ago. How did the brand manage to stay relevant with such a strong presence globally, and what is Zimmermann’s outlook for the brand as its Creative Director?
‘We are always trying to evolve collections season after season and find new ways to provide our clients with something fresh and new. Sometimes the focus can be on shifts in the fabrics we use, or it might be the direction of our artwork. Details are always working to find new ways to bring to life in an unexpected way’.
Director believes the traditional way of shopping can never be 100% replaced. ‘I think clients want options and flexibility to shop how they like to shop. I love spending time in a beautiful store where I can try things on and take my time. But I equally need the convenience of shopping online – so I traverse the two. It’s about choice: ultimately, we try to make each experience as best it can be’.
The brand recently opened a new store in Cannes – just in time for the summer season in the buzzing French Riviera – with another one opening in Forte dei Marmi, Italy late Jume. Zimmermann is also working on store openings in Rome and Florida by the end of the year, ‘so there is plenty everyone is working on’. Zimmermann says. ‘To be able to bring a piece of our Australian fashion story to such special corners of the world is really exciting’.
During what was one of the toughest years for most fashion businesses Zimmermann as a brand also had to adapt to a new ways of working, but Zimmermann says she is fortunate to have a team with a ‘let’s get on with it’ attutitude, ‘I would usually be traveling at various periods throughout the collection process – which has been unique and very special.’
As the Creative Director, Zimmermann and her team intends to ‘create joy for someone, an escape, a moment where a woman can put on a beautiful dress and just feel amazing – that’ s what we’ve always been about but as a team that’s become more important to use than ever’.
Aside from creating great designs season after season, the team behind the brand is also working tirelessly to make Zimmermann an environmentally friendly business. ‘As a brand it’s so important that we are working every day to not only create collections that are loved by women, but also do this in more sustainable ways. ‘Zimmermann tells me that from a bigger, company – wide scope, organizational resources are directed day to day at some of the larger lon – term projects, such as mapping and reducing its carbon emissions consistent with global goals. ‘But we also make efforts on all the little choices each day, be it the selections of our fabrics and suppliers, or the way we repurpose trims and finishes in our archieves, how we are building our stores or staging our shows and events. It’s a journey that our industry as whole is on, and one that we are strongly committed too’.