/ 14 May 2026

Meet The Creative Force Behind This Cult Boho Brand

With its romantic silhouettes, sun-soaked spirit and unmistakable Australian ease, ZIMMERMANN has carved out a distinctive niche in the fashion world. Founded in Sydney by sisters Nicky and Simone ZIMMERMANN, the label is known for balancing femininity with intricate craftsmanship and a modern bohemian sensibility. Here, Nicky reflects on the latest collection, the evolution of the brand’s signature aesthetic and explains how every piece still starts with a feeling…

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Australia has a very instinctive relationship with fashion – it’s less formal, more emotional somehow. I was constantly making and experimenting with clothes when I was young, so fashion school felt like the natural next step. Growing up on the beaches of Sydney shaped everything about my creative outlook. There was always this sense of freedom and ease around the way people dressed.

Some of my earliest fashion memories still inform the mood of the brand today. I remember watching women get dressed for summer parties when I was little – floaty dresses, gold jewellery, sun-tanned skin. It all felt incredibly cinematic. I understood very early on that clothes could completely change a mood.

I’ve always been drawn to movement, colour, print, texture and craft – clothes that MAKE YOU FEEL SOMETHING WHEN YOU WEAR THEM.

The foundations of ZIMMERMANN were built at Sydney’s Paddington Markets. While I was finishing design school, I was handcrafting pieces and selling them directly to customers there. It was an amazing way to understand how women responded to fashion. A real turning point came when Australian Vogue featured two pages of editorial on my work – suddenly, I was receiving orders from boutiques across the country and the momentum started to build from there.

No two days ever look the same. One moment I’m reviewing fittings, then looking at fabric developments, talking through campaign imagery, stores or music for a show. There’s always a level of organised chaos before a collection comes together but that’s part of what I love about it.

Femininity sits at the centre of the ZIMMERMANN aesthetic – but always with confidence and personality. I’ve always been drawn to movement, colour, print, texture and craft – clothes that make you feel something when you wear them. I think people connect with the optimism of the brand; there’s an instinctive joy to it.

The ZIMMERMANN woman was never intended to be one singular person. To me, she represents a multitude of women who dress with confidence and spontaneity. She dresses for herself and the latest collection, Trailblazer, was inspired by the bold women of the 1920s. There’s an adventurous spirit to the collection.

When it comes to trends, authenticity always comes first. I try not to think about trends too literally because if you chase them too hard, things can lose authenticity very quickly. Instinct is incredibly important, both creatively and commercially. Sometimes the most emotional pieces end up being the most successful too.

Social media has become an extension of the ZIMMERMANN world. It’s a way to showcase the personality and mood behind everything we do, but it’s also incredible to see how women all over the world wear the brand in completely different ways.

Joining the Paris Fashion Week schedule remains one of the defining moments of my career. Emotionally and creatively, that was huge for us. That said, it’s the quieter moments that often stay with me the most – women telling me they were wearing ZIMMERMANN when they got engaged or celebrated an important milestone, for example. Those stories mean everything.

For me, a runway show should feel immersive. We spend a lot of time thinking about set design, colour and soundtrack because those elements completely shape how a collection is experienced. It should feel like stepping into another world.

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My personal style is rooted in ease, tailoring and femininity. Oftentimes that means tailoring, denim, oversized shirts and vintage jewellery – always with a feminine touch. Then in the evening, things become a little more romantic. While elements of my own wardrobe naturally feed into the brand, ZIMMERMANN has become much bigger than just my personal style now. It reflects all the women around us too.

Seeing women wear the brand still never loses its impact. There’s always this little moment of surprise and pride. I especially love when someone styles it in their own way – that’s when fashion feels most interesting to me. I’ve loved seeing women like Beyoncé, Zendaya and Oprah wear the collections because they all bring so much personality to the clothes.

My wardrobe is filled with designers who have a very strong point of view. Yves Saint Laurent, Jean Paul Gaultier, Alexander McQueen and Phoebe Philo have all inspired me in different ways over the years. I also love vintage because it keeps your wardrobe feeling individual.

Travel continues to shape both my work and personal style. Places, light, architecture and people-watching influence me enormously. I recently shot in Italy and was completely inspired by the colour, cinema, craftsmanship and attitude towards beauty there. But Australia will always have the strongest emotional pull creatively – there’s a light and openness that’s impossible to replicate anywhere else.

I’ve loved seeing women like Beyoncé, Zendaya and Oprah wear the collections because THEY ALL BRING SO MUCH PERSONALITY TO THE CLOTHES.

Right now, my favourite thing in my wardrobe is an oversized lace shirt. I love pieces that slightly change character depending on how you wear them. It can be styled in so many different ways with denim or with silky trousers. It’s so versatile.

My advice for anyone launching a fashion brand is to protect your point of view. Trends, platforms and business models will constantly change but staying curious and open is just as important.

Sustainability, for us, starts with longevity and craftsmanship. It’s our mission to make beautiful clothes in a beautiful way. We design collections to last and prioritise long-term relationships with factories and suppliers built on high ethical standards.

Looking ahead, I think fashion is moving towards emotional connection and longevity over constant newness. People want emotion, craftsmanship and authenticity again – not just product. For us, it’s about continuing to evolve while keeping that emotional connection with women at the centre of everything we do.

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