{"id":17646,"date":"2026-03-19T13:59:55","date_gmt":"2026-03-19T06:59:55","guid":{"rendered":"https:\/\/hashtaglegend.com\/th\/?p=17646"},"modified":"2026-03-26T13:40:31","modified_gmt":"2026-03-26T06:40:31","slug":"a-conversation-with-simone-zimmermann","status":"publish","type":"post","link":"https:\/\/hashtaglegend.com\/th\/a-conversation-with-simone-zimmermann\/","title":{"rendered":"ZIMMERMANN in Bangkok: A Conversation with Simone Zimmermann on Marking a New Chapter in Bangkok"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"17646\" class=\"elementor elementor-17646\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-005af36 e-flex e-con-boxed e-con e-parent\" data-id=\"005af36\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-43af8a1 elementor-widget elementor-widget-text-editor\" data-id=\"43af8a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">From its beginnings in a Sydney garage to the global runways adored by women around the world, <strong>ZIMMERMANN<\/strong>, the iconic Australian fashion brand founded by sisters <strong>Nicky<\/strong> and <strong>Simone Zimmermann<\/strong>, has officially arrived in Bangkok with the opening of its first boutique in Thailand at ICONSIAM.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4d6119c e-flex e-con-boxed e-con e-parent\" data-id=\"4d6119c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b291cdb elementor-widget elementor-widget-image\" data-id=\"b291cdb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/EARN-Article-Images.png\" class=\"attachment-large size-large wp-image-17679\" alt=\"\" srcset=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/EARN-Article-Images.png 900w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/EARN-Article-Images-300x200.png 300w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/EARN-Article-Images-768x512.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6d3b9ab e-flex e-con-boxed e-con e-parent\" data-id=\"6d3b9ab\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-02f3417 elementor-widget elementor-widget-text-editor\" data-id=\"02f3417\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">On this special occasion, <strong>#legend_th<\/strong> sits down with <strong>Simone Zimmermann<\/strong>, Co-founder of the brand, to explore why Bangkok marks a significant new chapter in ZIMMERMANN\u2019s journey, and to delve into the design philosophy that has shaped the brand into a modern symbol of femininity, defined by confidence and an optimistic spirit.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6efeeaa e-flex e-con-boxed e-con e-parent\" data-id=\"6efeeaa\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-787e6a3 elementor-widget elementor-widget-image\" data-id=\"787e6a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/17.png\" class=\"attachment-large size-large wp-image-17680\" alt=\"\" srcset=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/17.png 900w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/17-300x200.png 300w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/17-768x512.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3267e62 e-flex e-con-boxed e-con e-parent\" data-id=\"3267e62\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0686748 elementor-widget elementor-widget-text-editor\" data-id=\"0686748\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>#legend_th: What inspired Zimmerman to open its 1st boutique in Bangkok?\u00a0<\/b><\/p><p><b>Simone: \u201c<\/b><span style=\"font-weight: 400;\">So, we&#8217;ve been very busy in the last few years. Even though we&#8217;ve been in business for 30 years, we have always opened stores. We opened our first stores in Australia, and then, after 10 or 15 years, we started opening stores outside of Australia. We started opening stores in the Northern Hemisphere, so whilst we had stores in Australia, we just couldn&#8217;t do everything at once. We were a growing business, so we started in Europe and America. We thought that it would be better for us to open in Asia as a second phase, when we were better known and a bigger business. We would then be able to come to a city like Thailand, which we didn\u2019t plan it like this but it&#8217;s the perfect timing to open. I&#8217;d like to say we had a crystal ball and we knew what was happening, but Thailand and Bangkok are really flourishing as a country and as a city. It&#8217;s so global now, and I think the time has arrived for our clients to be here. We have planned more stores in Thailand, and this has been very successful. It&#8217;s only new, but it has started very well. So we&#8217;re excited to be in some more places.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca20aa6 elementor-widget elementor-widget-text-editor\" data-id=\"ca20aa6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>#legend_th: <\/b><b>How does Bangkok reflect the spirit and style of Zimmerman woman?<\/b><\/p><p><b>Simone: <\/b><span style=\"font-weight: 400;\">\u201cWell, people ask that sort of question quite often in any country. So what I think is, when we think about it, it&#8217;s the same type of woman. Even in Thailand, it&#8217;s very different to New York, and New York is very different to Australia, and somewhere else is very different to Beijing. It&#8217;s the same type of lady\u2014somebody who is very confident, loves her femininity, and is very happy to be a strong woman. She wants to enjoy herself and have a sense of fun. I think we try to bring a bit of joy into the designs that we do, and they&#8217;re optimistic. So it&#8217;s the same lady but in a different place. Ladies in Thailand, like in other places, have weddings to go to, birthday parties, and New Year&#8217;s celebrations. There&#8217;s always lots of fun times where our clothing can be worn. And it doesn&#8217;t matter what country you&#8217;re in.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0b4c5e9 e-flex e-con-boxed e-con e-parent\" data-id=\"0b4c5e9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4c8565f elementor-widget elementor-widget-image\" data-id=\"4c8565f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/20.png\" class=\"attachment-large size-large wp-image-17682\" alt=\"\" srcset=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/20.png 900w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/20-300x200.png 300w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/20-768x512.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fd1e29 elementor-widget elementor-widget-text-editor\" data-id=\"7fd1e29\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>#legend_th: What makes Southeast Asia, particularly in Thailand? an exciting market for Zimmerman right now?<\/b><\/p><p><b>Simone: <\/b><span style=\"font-weight: 400;\">\u201cI think that the world is a changing place. And I think that, for us, the timing to open a store now is just the right time, you know? So there are local clients in Bangkok who are our sort of people, who might enjoy and come to our store. So we\u2019re really wanting to make sure we engage with them and create a community with the local clients. There\u2019s an expat community as well, so there are people from, I don\u2019t know, from China, from Russia, who have moved to Bangkok. So they\u2019re an opportunity for us. And then it\u2019s such a destination for international travelers, and this centre is a place where all sorts of travelers come to. People on holidays don\u2019t just pass through Bangkok\u2014they stay, they have a holiday here. So, it\u2019s a really exciting time for us to open a store. And again, I think it\u2019s the right time.\u201d\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-77e08a0 elementor-widget elementor-widget-text-editor\" data-id=\"77e08a0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>#legend_th: How would you describe the design philosophy, the aesthetic of Zimmerman to someone? Especially Thai people, who are discovering your brand for the 1st time.<\/b><\/p><p><b>Simone:<\/b><span style=\"font-weight: 400;\"> \u201cThat\u2019s interesting. I think that I would hope that the Thai woman can discover us if they don\u2019t know us already, and they can come to our store and experience the world that we like to create. So, you know, we\u2019re very accessible online, and we know we have clients in Thailand. Even before we came into Thailand, from our digital business and other digital businesses, we knew that we had some clients who enjoyed our brand. But I think that the best time people get to know us is when they are in our own stores. So we have our d\u00e9cor, we have our team trained, and we are able to display the whole collection rather than pieces that are, you know, within a wholesale circumstance or in a digital way. So I think that what I hope is that the local clientele will come here and then discover us in a new way. I come in here and I go, <\/span><i><span style=\"font-weight: 400;\">\u201cI haven\u2019t seen that dress before. How did I miss that one?\u201d<\/span><\/i><span style=\"font-weight: 400;\"> I\u2019ve actually seen them all at some point, but they\u2019re not always in the stores at the same time. So I hope that other people have the same experience that I have as well. We\u2019re not just selling clothes, we\u2019re wanting to sell experiences. We\u2019re wanting to create a time when someone is shopping with us that is enjoyable, somewhere they feel comfortable, and where they feel confident to be invited to try various different styles of clothing sometimes.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a3bb968 e-flex e-con-boxed e-con e-parent\" data-id=\"a3bb968\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-50c56e2 elementor-widget elementor-widget-image\" data-id=\"50c56e2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/18.png\" class=\"attachment-large size-large wp-image-17691\" alt=\"\" srcset=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/18.png 900w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/18-300x200.png 300w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/18-768x512.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-81f16d7 e-flex e-con-boxed e-con e-parent\" data-id=\"81f16d7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8f4335f elementor-widget elementor-widget-text-editor\" data-id=\"8f4335f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>#legend_th: Bangkok has a vibrant fashion scene, how do you Zimmerman fit into Bangkok city lifestyle and landscape?\u00a0<\/b><\/p><p><b>Simone:<\/b><span style=\"font-weight: 400;\"> \u201cWell, I think that where we are here today (ICONSIAM) it\u2019s very aspirational. There are lots of luxury brands, contemporary brands, and lifestyle brands. So I think that within this center, it\u2019s a similar mix to other places in the world. So I think it\u2019s a bit similar, in regards to the Thai fashion scene, I think that, like in Australia or in every country, there is always a local scene. That\u2019s where young designers get to build their business and express their creativity. And I think that in any community, the people who live there always find a way to support their local designers, and then mix that with international design. And in this case, we\u2019re one of the international designers. So I don\u2019t think our customer only has one type of brand in their closet. I think they have different types of things to wear depending on their mood on that day. So I think that we\u2019ll hopefully be a part of that mix in their wardrobe.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aed560f elementor-widget elementor-widget-text-editor\" data-id=\"aed560f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>#legend_th: Are there any cultural elements from Thailand that inspire you?\u00a0<\/b><\/p><p><b>Simone:<\/b><span style=\"font-weight: 400;\"> \u201cWell, I would say that we\u2019re in many culturally vibrant countries, and Thailand is one of them. You guys have a really strong sense of beauty and detail. There\u2019s a lushness of color, a lot of embellishment, and many layers in your art, in your shrines, your temples, and even in your furniture and so forth. So I think, in a closely associated way, I see some similarities in what we do. We use a lot of color, we have a lot of detail, and we like to embellish our clothing. So obviously it\u2019s different, and it\u2019s not a clear, straightforward connection, but I think there\u2019s an appreciation people may have for our clothing for those reasons. Thailand has an incredible history of silks and weaving, and from a clothing perspective, I think it\u2019s something we love with all those details. We really treasure them. So whilst we don\u2019t culturally align ourselves specifically to any country\u2014we are who we are. I think all of those things are connections people can make.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a4b9115 e-flex e-con-boxed e-con e-parent\" data-id=\"a4b9115\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2fedde4 elementor-widget elementor-widget-image\" data-id=\"2fedde4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/19.png\" class=\"attachment-large size-large wp-image-17695\" alt=\"\" srcset=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/19.png 900w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/19-300x200.png 300w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/19-768x512.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f01352d e-flex e-con-boxed e-con e-parent\" data-id=\"f01352d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-de2788d elementor-widget elementor-widget-text-editor\" data-id=\"de2788d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>#legend_th: Zimmerman has become synonymous with modern femininity. So what does femininity mean to you today?<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><b>Simone:<\/b><span style=\"font-weight: 400;\"> \u201cWhat I say about femininity is that I think about strength. I think about women. ibe Nicky\u2019s latest collection\u2014and it became more significant over the last few days that we did in Paris\u2014the collection is called <\/span><i><span style=\"font-weight: 400;\">&#8216;Trailblazer&#8217;<\/span><\/i><span style=\"font-weight: 400;\">. And I really think that there\u2019s something in the way women are more able to control their destiny, manage their destiny, and create what they want to do. I think that all of those things are now a part of femininity. Yes, there\u2019s delicate, there\u2019s beautiful, there are all of the usual ways that you describe a woman, but I think that there\u2019s more now that the world realizes. And I think people are also aspiring to it, and praising all of those things. And I think it\u2019s a good time for women. There\u2019s a lot of possibilities. Times have been very different in the past, and I think that strong women don\u2019t necessarily mean masculine women. Sure, it can mean a very feminine human, and that\u2019s something that I think we\u2019re very proud of.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-81c63c4 e-flex e-con-boxed e-con e-parent\" data-id=\"81c63c4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-75406f8 elementor-arrows-position-inside elementor-pagination-position-outside elementor-widget elementor-widget-image-carousel\" data-id=\"75406f8\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;slides_to_show&quot;:&quot;1&quot;,&quot;navigation&quot;:&quot;both&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;pause_on_hover&quot;:&quot;yes&quot;,&quot;pause_on_interaction&quot;:&quot;yes&quot;,&quot;autoplay_speed&quot;:5000,&quot;infinite&quot;:&quot;yes&quot;,&quot;effect&quot;:&quot;slide&quot;,&quot;speed&quot;:500}\" data-widget_type=\"image-carousel.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-carousel-wrapper swiper\" role=\"region\" aria-roledescription=\"carousel\" aria-label=\"Image Carousel\" dir=\"ltr\">\n\t\t\t<div class=\"elementor-image-carousel swiper-wrapper\" aria-live=\"off\">\n\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"1 of 2\"><figure class=\"swiper-slide-inner\"><img decoding=\"async\" class=\"swiper-slide-image\" src=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/23.png\" alt=\"23\" \/><\/figure><\/div><div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"2 of 2\"><figure class=\"swiper-slide-inner\"><img decoding=\"async\" class=\"swiper-slide-image\" src=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/24.png\" alt=\"24\" \/><\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-swiper-button elementor-swiper-button-prev\" role=\"button\" tabindex=\"0\">\n\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-eicon-chevron-left\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M646 125C629 125 613 133 604 142L308 442C296 454 292 471 292 487 292 504 296 521 308 533L604 854C617 867 629 875 646 875 663 875 679 871 692 858 704 846 713 829 713 812 713 796 708 779 692 767L438 487 692 225C700 217 708 204 708 187 708 171 704 154 692 142 675 129 663 125 646 125Z\"><\/path><\/svg>\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"elementor-swiper-button elementor-swiper-button-next\" role=\"button\" tabindex=\"0\">\n\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-eicon-chevron-right\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M696 533C708 521 713 504 713 487 713 471 708 454 696 446L400 146C388 133 375 125 354 125 338 125 325 129 313 142 300 154 292 171 292 187 292 204 296 221 308 233L563 492 304 771C292 783 288 800 288 817 288 833 296 850 308 863 321 871 338 875 354 875 371 875 388 867 400 854L696 533Z\"><\/path><\/svg>\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"swiper-pagination\"><\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f4afe86 e-flex e-con-boxed e-con e-parent\" data-id=\"f4afe86\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1a2f24f elementor-widget elementor-widget-text-editor\" data-id=\"1a2f24f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>#legend_th: Looking ahead, what is the next chapter for Zimmerman in Asia?<\/b><\/p><p><b>Simone:<\/b><span style=\"font-weight: 400;\"> \u201cMore stores. It\u2019s the biggest thing that we\u2019re doing. For our business to continue to grow, we\u2019ve opened a lot of stores in the last few years, but that was because we didn\u2019t have stores in a lot of places, so there was so much opportunity for us. So now we\u2019re able to open\u2014for example\u2014our first store in Thailand, and then we\u2019re able to look at a second store in Bangkok. We\u2019re able to think of resort locations like Phuket. So it\u2019s exciting for us now to start with one store, but to build a cluster of stores in that city where it makes sense. So for us, it&#8217;s exciting to get a bit deeper, to feel a little bit more entrenched in those cities, rather than just one flag in the ground\u2014to have more. But we are also, from a product perspective, really growing our footwear, and we\u2019re expanding that collection. We\u2019re very happy with how that\u2019s succeeding. We have our bag collection, we\u2019ve very much grown our denim and our knitwear. So we\u2019ve got a lot of things that are obvious from the outside, but there are many things that we\u2019re doing, just as part of the product that we create, to make it bigger and broader.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bcd4ac1 e-flex e-con-boxed e-con e-parent\" data-id=\"bcd4ac1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ead3391 elementor-widget elementor-widget-text-editor\" data-id=\"ead3391\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>#legend_th: What would you like the Thai customer to feel when they step into this boutique?\u00a0<\/b><\/p><p><b>Simone:<\/b><span style=\"font-weight: 400;\"> \u201cAt home? Welcome. I would like them to feel welcome. I would like them to feel that this is a place that they can spend time in and enjoy the experience of shopping in the stores. That would be the first part, and then I would then hope that if they did purchase something that they had the experience of enjoying it, that they had a great time wherever, they went to where their memories of that item is something that&#8217;s really positive for them. And then they come back. I hope they all do.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1497f78 e-flex e-con-boxed e-con e-parent\" data-id=\"1497f78\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6098e64 elementor-widget elementor-widget-image\" data-id=\"6098e64\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/21.png\" class=\"attachment-large size-large wp-image-17698\" alt=\"\" srcset=\"https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/21.png 900w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/21-300x200.png 300w, https:\/\/hashtaglegend.com\/th\/wp-content\/uploads\/2026\/03\/21-768x512.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>From its beginnings in a Sydney garage to the global runways adored by women around the world, ZIMMERMANN, the iconic Australian fashion brand founded by sisters Nicky and Simone Zimmermann, has officially arrived in Bangkok with the opening of its first boutique in Thailand at ICONSIAM. On this special occasion, #legend_th sits down with Simone [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":17647,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[975,976],"class_list":["post-17646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","tag-interview","tag-zimmerman"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ZIMMERMANN in Bangkok: A Conversation with Simone Zimmermann on Marking a New Chapter in Bangkok - Hashtag Legend Thailand Eng<\/title>\n<meta name=\"description\" content=\"\u0e43\u0e19\u0e42\u0e2d\u0e01\u0e32\u0e2a\u0e2a\u0e38\u0e14\u0e1e\u0e34\u0e40\u0e28\u0e29\u0e19\u0e35\u0e49 #legend_th 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\/>\n<meta property=\"og:description\" content=\"\u0e43\u0e19\u0e42\u0e2d\u0e01\u0e32\u0e2a\u0e2a\u0e38\u0e14\u0e1e\u0e34\u0e40\u0e28\u0e29\u0e19\u0e35\u0e49 #legend_th \u0e44\u0e14\u0e49\u0e21\u0e35\u0e42\u0e2d\u0e01\u0e32\u0e2a\u0e1e\u0e39\u0e14\u0e04\u0e38\u0e22\u0e01\u0e31\u0e1a Simone Zimmermann Co-founder \u0e02\u0e2d\u0e07\u0e41\u0e1a\u0e23\u0e19\u0e14\u0e4c \u0e16\u0e36\u0e07\u0e40\u0e2b\u0e15\u0e38\u0e1c\u0e25\u0e17\u0e35\u0e48\u0e17\u0e33\u0e43\u0e2b\u0e49\u0e01\u0e23\u0e38\u0e07\u0e40\u0e17\u0e1e\u0e2f \u0e01\u0e25\u0e32\u0e22\u0e40\u0e1b\u0e47\u0e19\u0e08\u0e38\u0e14\u0e2b\u0e21\u0e32\u0e22\u0e1b\u0e25\u0e32\u0e22\u0e17\u0e32\u0e07\u0e2a\u0e33\u0e04\u0e31\u0e0d\u0e43\u0e19\u0e2b\u0e19\u0e49\u0e32\u0e1b\u0e23\u0e30\u0e27\u0e31\u0e15\u0e34\u0e28\u0e32\u0e2a\u0e15\u0e23\u0e4c\u0e43\u0e2b\u0e21\u0e48\u0e02\u0e2d\u0e07 ZIMMERMANN 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