Simone Zimmermann on opening the brand’s first Hong Kong boutique

As Australian fashion label Zimmermann opens its debut Hong Kong boutique at Pacific Place, co-founder Simone Zimmermann reflects on scaling up, sisterhood, and staying true to their signature bohemian aesthetic

Celebrated for three decades of dreamy floral prints and romantic silhouettes, Zimmermann began at a humble market stall in Sydney. Fresh out of East Sydney Tech (now The Fashion Design Studio at Ultimo TAFE) in 1989, creative director Nicky Zimmermann started selling hand-sewn dresses at Paddington Markets, a vibrant staple in the neighbourhood known as “Paddo”.

While those early years on the market circuit gave her an intimate understanding of her customer, the brand truly took shape when her business-minded sister, Simone, joined the fold.

“I’m the pragmatist while Nicky is the ideas machine,” recalls Simone, the brand’s co-founder and chief operating officer. The duo launched their eponymous label in 1991, opening their first store in Sydney the following year.

Above Simone Zimmermann, co-founder and chief operating officer of Zimmermann

Simone Zimmermann, co-founder and chief operating officer of Zimmermann

1 / 1

The brand has since grown into a global name, with its signature resortwear leading a full offering of footwear, bags, jewellery, accessories and childrenswear—all carrying the same bohemian-chic spirit. It now has showrooms spanning New York, London, Paris, Milan and Dubai, having debuted on the New York Fashion Week calendar in 2013, then Paris in 2022. This year, they finally opened their first boutique in Hong Kong.

Here, Simone reflects on why the Hong Kong store is a “celebration”, how a new generation is making the label entirely their own, and the sisterly bond that has driven every collection.

Above Zimmermann opens its first Hong Kong boutique at Pacific Place

Zimmermann opens its first Hong Kong boutique at Pacific Place

1 / 1

What makes this the right moment for Zimmermann to establish a retail presence in Hong Kong?

We’ve had a loyal following in Hong Kong for a very long time, with many of our clients shopping with us internationally over the years. This boutique is really a celebration of those relationships—and it’s exciting to finally create a home for Zimmermann here, where clients can experience the craftsmanship, attention to detail and sense of occasion in a more intimate way.

If one piece represented Zimmermann in the 1990s and another represented it today, what would they be?

In the beginning, it would probably be one of our swim pieces, because that’s really where everything started. Today I’d choose a beautifully tailored coat worn over one of our signature dresses—it perfectly captures how the brand has evolved while staying true to its feminine spirit.

Above Details from Zimmermann’s fall 2026 collection

Above A look from the same collection

Details from Zimmermann’s fall 2026 collection

1 / 2

How has your partnership with Nicky evolved?

We still challenge each other every day, but after all these years there’s a huge amount of trust. We know we’re both trying to make the best decision for Zimmermann, even if we don’t always agree immediately.

What should we look out for in the Fall 2026 collection?

I love the confidence of our new Fall collection. There’s a beautiful balance between sharp tailoring and our softer, romantic silhouettes that feels incredibly modern. It’s inspired by remarkable Australian women who quietly challenged expectations, and I think that sense of optimism and strength runs through every look.

Above more details from the fall 2026 collection

more details from the fall 2026 collection

1 / 2

Beyond the romantic silhouettes, what qualities are you most proud of?

The craftsmanship. We spend an enormous amount of time on construction, fabrics and finishing, and I don’t think people always see how much work goes into making something feel effortless.

How do younger generations wear Zimmermann differently?

They’re incredibly individual, which I love. They’ll style one of our dresses with trainers, vintage jewellery or oversized tailoring and make it feel completely new. It’s wonderful to see the collections interpreted in ways we’d never have imagined.

How do you personally wear Zimmermann?

Quite simply, really. I love tailoring and separates because they fit naturally into my everyday life, but I’ll always have one of Nicky’s dresses in my wardrobe for those moments when you want to feel a little more dressed up. That’s the beauty of the collections—they’re designed to mix together rather than be worn one way.