“The assumption that Australia is a season behind is no longer relevant,” says Dion Lee, one of several Australian designers taking the country's fashion global. |
Australia is known for many things, most of them rooted in the natural world – koalas, kangaroos, kookaburras and Crocodile Dundee types strutting across the Outback when not surfing the waves of the country’s incredible beaches. Fashion has never been one.
But that perception is changing thanks to a growing number of Aussie designers turning Down Under into a top player in the global apparel industry. The past year has seen a greater number of Australian fashion brands leap from relative obscurity to international cachet, led by such trailblazers as Zimmermann. The flirty swim and ready-to-wear label has 25 boutiques across Australia and another eight internationally, including a first in London’s prestigious Mayfair district and East Hampton in Long Island. In Canada, the brand is sold through Holt Renfrew.
“We’re not trying to be like anyone else,” says Simone Zimmermann, who founded the namesake brand with her designer sister Nicky Zimmermann in Sydney in 1991. “We are always trying to be the best at what we do, and that’s made us different.”