By Britt Aboutaleb from Th Cut
I knew Zimmermann made swimsuits, and I knew the swimsuits came from Australia, but I didn’t know the following until I swung by their new temporary store this morning.
1. Though their suits are sold throughout New York, and a few stores pick up dress or two each season, Zimmermann’s a full fledged lifestyle brand in Australia, with fourteen stores selling everything from summer wedges to chunky jewelry.
2. While they look for a permanent New York shop, they’ve taken an airy space at 112 Greene Street and stuffed it so full of colorful prints, billowy jumpsuits and teen tiny bikinis that it almost—for a second—feels like you’re in Australia. The “Summer Store” opens today and they’re selling a handful of jewelry from independent Australian designers alongside their own product.
3. Nicky and Simone Zimmermann, the sisters behind the line, hired Ben Watts (brother to the other Watts) to shoot their SS10 look book in Montauk, so while it’s 100% Australian behind the scenes, there’s plenty of Americana in there for summer.
4. More than one of their suits look like a cross between something Mark Fast and Preen might produce. So if you’ve had trouble finding a super fashion forward swimsuit, this might be the answer to your prayers.