After selling their resort wear on Net-a-Porter for an entire decade, it’s safe to say that Zimmermann, an Australian swimwear label, knows what women want to wear to the beach. That is, beyond just the basic bikini.
Net-a-Porter buyer, Maria Williams, has some intel on why women gravitate towards this label. “Zimmermann has a signature that is graceful, feminine, floral and romantic. I think that coincides with what [we] are seeing in fashion. Women wanting to be women again, playing up their femininity,” the senior buyer explained to Observer.
Over the past 10 years, shoppers on the site have gravitated towards the brand’s mismatched bikinis in a swirl of girly prints, their durable one-piece swimsuits (that often double as bodysuits for a night on the town) and “pretty much any white silk dress or broderie anglaise style with gorgeous laddering and details.” Williams pointed out that the versatility of the brand, which runs the gamut from skimpy bikinis to frilly evening dresses, is what drew customers in–and kept them interested for 10 years.
That’s why Net-a-Porter has rolled out a collection that celebrates the last 10 years of collaborating with Zimmermann, which was founded by sister duo Nicky and Simone Zimmermann in 1991. Aptly titled, Ten Years of Good Times, the range is dotted with airy chiffon dresses, intricately detailed bikinis and a white lace romper that sweetly ties at the waist.
If you’re having a hard time choosing just one piece from the range, the brand’s creative director Nicky Zimmermann can help you out. “The dress is our staple,” she confirmed. “Whether it’s detailed and for an occasion or that more easy, flowing silhouette. One that we have reinterpreted for the Net-a-Porter capsule was an embroidered bell dress in white that we did a couple of years ago for a Resort season. We have taken that silhouette and created a new burgundy embroidery and I think it’s really great.”
Simone Zimmermann, Nicky’s sister and the brand’s COO, also imparted some shopping advice upon Observer. “One of the great things that we found with Net-a-Porter was that the bestselling styles are always those that have a strong voice, and have something really new about them. Price is irrelevant – it’s about those pieces that have created the strongest emotional reaction.”
So there you have it; buy something that evokes an emotional response, hopefully something that feels close to true love.