Australian luxury brand Zimmermann has debuted its latest collection at New York Fashion Week.
The Sydney-based brand showcased metallic jackets, Victorian-style lace dresses and OTT leather belts on the runway at Spring Studios in a collection inspired by Australian-raised spy, Nancy Wake.
Zimmermann is one of a string of Australian designers — including Dion Lee and camilla and marc — showing their autumn/winter ’19 ranges in New York this season.
The hugely popular brand is in the midst of a global expansion, and is set to open four new stores overseas before July, including its fourth location in California.
Zimmermann’s show, which took place early today Australian time, is already gaining huge buzz on social media and the effect of Instagram on the New York fashion week experience is not lost on the brand’s creative director, Nicky Zimmermann.
“Social media has changed everything … images from your show have become more important than ever,” Ms Zimmernann told News Corp Australia from New York today.
“For a designer, this is an amazing thing … as we get the opportunity to share our vision of the season more widely and more quickly than ever before.”
Women’s Wear Daily said the show indicated Zimmermann was taking the “boho aesthetic in a more luxe direction”.
The brand is certainly becoming more “luxe”, with two dresses currently selling on its website — dubbed the Ninety-Six Spliced dress and another dubbed the Ninety-Six Patch dress — costing $A3500.
Typically, the brand’s popular frocks are priced between $A500 and $A1500.
Ms Zimmermann said the brand continued to show its collections at New York fashion week as it was a “home away from home”.
“The importance in showing in New York is mostly because, as a designer from Australia, in order to reach the people we need to reach … we really need to be in one of the large global fashion centres,” she said of the Big Apple, where Zimmemann also has an office.
“For us New York has become some what of a home away from home in that regard.
“It is a city that we love to come to, although fortunately Australia still remains home, so we get the best of both worlds.”
Zimmermann will open a new flagship store in New York on Madison Ave, along with locations in Capri and Paris.
Key trends on the runway today included 007-style trenches, hooded anoraks, oversized bows, peony prints, tiered gowns and corset-style waists, along with the spy accessory-of-choice … leather berets.