Standing on stage in front of hundreds of the world's most celebrated and impressive women – all wearing some of the fashion world’s most glamorous red carpet dresses, no less – is something I'm used to as GLAMOUR's editor in chief, but it doesn't mean it's any less daunting. It's part of my job as host of our annual GLAMOUR Women of the Year awards. I love it, but god, it’s nerve-wracking.
For such events, I need an injection of confidence – something that makes me feel powerful and gives me that extra oomph. For the past two years I’ve turned to Australian women-owned label Zimmermann – and let me tell you, their dresses have never let me down. This year, I wore a gold off-the-shoulder organza number which I first spotted during the brand's catwalk show. It fitted me just as well as it fitted their model, and that's why Zimmermann's success is no surprise – its feminine yet fashion-forward aesthetic appeals to so many women (me included).
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You might know Zimmermann thanks to its presence on the likes of Net-A-Porter and Selfridges, but the brand was actually launched in the 1980s by then-21-year-old design student Nicky Zimmermann, in her parent’s garage in Sydney. “I thought, I’m gonna start making and selling my own clothes. I wouldn't have even thought to call it a label or a brand. I made all the garments, the patterns, the prints in my parents' garage,” she tells me over Zoom, from her Sydney home.
Back then, Nicky sold her garments at the “very cool, creative markets in Paddington, Australia,” (you can see images of Nicky's iconic early designs here), but not long later, she had her first break when a friend of hers – an assistant stylist for Australian Vogue – wore one of her shirts to work. It caught the eye of a senior stylist, who wanted to shoot it for a magazine editorial. From then on, Nicky was inundated with wholesale orders. Zimmermann was officially born.
And let's be realistic… I'll be living in number 7.
Her sister, Simone, joined soon afterwards – and they’ve worked side-by-side ever since. Nicky laughs: “A lot of people say to me, ‘God, how how can you and your sister work together for so long?’ But Simone came in as a Co-Founder. I've always been Creative Director. She’s incredibly supportive of me and I basically can't do a thing without her.”
Today, Zimmermann has been worn by the likes of Beyoncé, Kendall Jenner and Margot Robbie, and remains known for its organic floral prints and feminine silhouettes. I spoke to the brand's inspiring founder, Nicky, about her incredible success as a female designer, the future in fashion and even a potential Zimmermann beauty line…
It's been 30 years since the humble beginnings of Zimmermann – how did those early market days influence your business today?
“Well, we still call ourselves a ‘crafty’ kind of brand. From our early market days, we learnt a lot about retail and people, being hands on and how difficult it is to sell a garment. It has to be really good. You have to put your heart and soul into everything to make people love the garment. Today, when I'm working with the design team I'm constantly asking, 'Why is the embroidery going there? Would we wear it if it's gonna cost this? Would we buy it? Do we think it's beautiful? Would we wear it to a Christening? A bar mitzvah? A wedding? Is it special enough to part with the money that we're asking for?' We're always looking for a connection with the garment from us to the customer. There isn’t a garment that that I haven't got my eyes on.”
Has the Zimmerman woman changed in your mind’s eye over the years?
“No, not really. My swim and ready-to-wear teams have worked with me for many years – some are 20 years younger than me. So we think cross generationally. My mum is 82 and loves to wear our silk Georgette shirt which always looks beautiful – but it happens to be one of our best sellers, across customers from 25 to 80 something. Personally, if I get up in the morning and put the wrong outfit on, it affects my day. So fashion is so much about giving confidence. And that's definitely something that we often talk about in the design process – that confidence and just feeling really beautiful. It's so important that you can bring that to women. It’s 100% what we talk about when we're working on on collections.”
Don't let no.3 scare you, it's less intimidating than it looks.
You’re known for your incredible dresses and swimwear, but your most recent Paris catwalk show was your most wearable yet – with lots of denim and daywear…
“Yeah, that was super conscious. Myself and the design team relaxed into it a little bit. We went from doing shows in Sydney for many years, then New York for many years. Then we had COVID and we decided, let’s show in Paris. We were opening stores all throughout Europe. We built out a design team there, but to me, it was a lot of pressure. So I feel the last show was us finally relaxing into it. And funnily enough, two of the best selling items from show were the denim styles – and that’s never happened before.”
Are accessories more of a focus for you now, too?
“Sure. In the last five years, we've really found our stride with accessories. Our customers are loving statement jewellery. They're wearing their hair pulled back and one big chandelier earring or a cocktail ring, or even wearing quite a lot of them.”
You’ve developed a big A-list following. Is there anyone you work with as a muse?
“No, we don't really target anybody, it’s more organic. For me, the most incredible thing is the surprise. I'll read in one of our store reports that Beyoncé came in with the whole family. Those moments are just like, ‘What?!’ And Lana Del Rey wore all our dresses through her recent tour. Every night I’d get a picture. We didn't approach her – she has been such an amazing support. Obviously, for us, she's such a talent and it's an incredible compliment.”
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I have to ask… what's next for Zimmermann?
“I don't really see any kind of end game. I’d like trying to build a fantastic shoe brand and a bag brand. We’re working on building out all these are things. And lastly… cosmetics – it’s a total fascination for me.”
Are you telling me Zimmermann Beauty is actually on the cards?!
“I'm definitely excited at the thought… I mean, I would absolutely love to do it.”
Shop my top picks from Zimmermann:
For more from GLAMOUR's Editor in Chief and European Editorial Director, Deborah Joseph, follow her on Instagram @deborah_joseph.
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