Aussie Brand Zimmermann Moves In on Mercer
“I don’t even get jet lag anymore,” said Nicky Zimmermann during a private tour of Zimmermann‘s new Soho flagship at 55 Mercer Street. The Australia-based brand has recently stepped up its Stateside presence and officially joined the New York fashion week calendar in September, which means the designer has been hopping on more twenty-hour-plus flights than ever. The 3,800-square-foot store, which will officially open with a party tonight, is replacing Zimmermann’s previous, smaller outpost up the block that opened about a year and a half ago. The contemporary label, known for its boldly feminine swimsuits and ready-to-wear, also maintains a boutique in Los Angeles and fifteen others Down Under. “We wanted a proper space that looked more like our stores in Australia. We like to keep the decor polished but still [maintain the] slightly raw feeling, so the more industrial elements like the floorboards, lights, and mirrored windows balance out the prettiness of the prints and color,” Zimmermann told Style.com during a walk-through. “It’s good for us to be able to fill out the picture of what Zimmermann is in the U.S. and be able to show the collections in their entirety.” One difference she’s noticed between shoppers in the Big Apple versus ones back home in Sydney or Paddington is that they’re willing to take more fashion risks. Zimmermann pointed out a frilly black maillot suit in the corner and said they’d already sold two of the editorial style over the weekend, so they had to display the last press sample on the mannequin. “New Yorkers are more likely to go for our detailed show pieces, and we like that there’s a market for more creativity here,” she said.