Aussie darlings Nicole and Simone Zimmerman have launched their first US flagship store in Los Angeles. While New York would usually be first on designers’ to-conquer list, the Zimmerman sisters say that LA – with its Australian-style climate and relaxed culture – seemed like the right place to open shop. True, their relaxed aesthetic, colourful prints and use of breezy fabrics are more suited to the sunny beaches of LA than the bustling streets of New York.
The opening of a US flagship store is big news for the sisters. Zimmerman have enjoyed a level of success that is a rarity for local designers. With 15 stores across the country and a plethora of stockists, they are one of Australian fashion’s most prominent names and biggest exports. Despite this, the label is mainly known internationally for its swimwear. International stockists – which include Barneys, Saks Fifth Avenue and Bloomingdale’s – only pick up a limited range of their ready-to-wear line. The opening of their flagship LA store will, for the first time, offer US customers access to the label’s entire prêt-à-porter range, as well as their swimwear.
The sisters enlisted Australian architect and long-time collaborator Don McQualter for the store fit-out and commissioned Sydney-based artist Huseyin Sami to create a large-scale sculpture. They also invited Sydney filmmaker Lorin Askill to shoot a series of short films portraying Australian culture, which will be projected on the shop walls.
Following a pop-up concept shop in New York earlier in the year, Zimmerman are also planning on opening a store in the Big Apple very soon.