Not even the fast-paced city slickers of New York are immune to Zimmermann’s optimistic charm. The cult Australian brand has opened a shiny new store at 87 Mercer Street in SoHo, sitting in good company alongside new neighbours APC, Phillip Lim, and Alexander Wang.
The 1300 square foot building is designed by Don McQualter, the Australian architect responsible for making all Zimmermann’s other locations so alluringly fresh and relaxed. Boasting an airy, warm interior with polished wooden floors and a thick layer of afternoon sunlight, just stepping over the threshold is 99% likely to get even the most discerning of SoHo hipsters itching to wriggle out of their factory-distressed skinnies and into something more cheery. And for those who can’t bear to face the prospect of removing their motorcycle boots, the store will stock a complete range of covetable accessories alongside women’s ready-to-wear and their world famous swim.
This is the second U.S. store for Zimmermann, having opened a boutique on Los Angeles’ Robertson Boulevard last year. Sisters Nicky and Simone Zimmermann first started selling swim to the U.S. about 15 years ago, after the first Australian Fashion Week, so they’re no strangers to these shores. And while New York isn’t exactly known for its abundance of beaches, the appeal of sophistication, clever colours, and fresh prints is pretty much global.
In fact, maybe the brand is trying to crank up the street factor in an attempt to keep up with the Northern Hemisphere Joneses. The preview for Zimmermann’s Tamila Purvis-styled and Simon Lekias-lensed Resort 2012 campaign has just been released, showing off some steamy swimwear teamed with with old school trainers. Check it out below, starring fresh (and kinda oily) faces Nicole Pollard and Lydia Collins.