PRIVATE LUXURY
BEGINS ON THE SKIN
ZIMMERLI presents the new underwear line MODERN LUXURY
Media Release
Zurich, 11 September 2026 – With the launch of MODERN LUXURY, ZIMMERLI SWITZERLAND continues the strategic evolution of the brand that began with its rebranding. The Swiss heritage brand has sharpened its positioning as Private Luxury for people with attitude and redefined its understanding of luxury. With MODERN LUXURY, the next step now follows: the evolution of its core underwear segment.
MODERN LUXURY is the first underwear line to emerge from the new brand strategy. It combines the values that have defined ZIMMERLI since 1871 with a contemporary interpretation of Private Luxury. Swiss craftsmanship, the finest materials and uncompromising quality remain the foundation of the brand. At the same time, with this new line ZIMMERLI shows how that foundation can be reimagined today: with sustainable natural fibres, innovative functionality and contemporary design.
At the heart of the collection is an ultra-lightweight, breathable lyocell (TENCEL™) made from eucalyptus. The natural fibre impresses with its exceptional softness, temperature-regulating properties and resource-conscious origin. Sustainability is not an afterthought, but part of the product concept. MODERN LUXURY combines luxurious comfort, responsibly sourced materials and the highest level of Swiss craftsmanship in a contemporary interpretation of Private Luxury.
Thanks to its body fit and elasticity, the sustainable lyocell offers maximum freedom of movement and accompanies the wearer effortlessly through everyday life, travel and sporting activities. The innovative flatlock seams create an almost weightless feel – like a second skin that gently follows the body.
The MODERN LUXURY underwear line is made in Mendrisio, Switzerland. Meticulous handcrafted finishing and attention to detail reflect the quality standards that have shaped ZIMMERLI SWITZERLAND for more than 155 years. They have made the brand a global benchmark for the finest underwear.
The collection comprises modern essentials for women and men and brings together two directions: proven signature styles and modern reinterpretations with distinctive tone-on-tone ZIMMERLI branding. The men’s boxer briefs, for example, feature a longer leg length for an optimised fit and even greater everyday comfort. For women, modern tanga silhouettes, a soft bra and reduced cuts complement the collection and create a contemporary visual statement.
«“With our rebranding, we defined what ZIMMERLI stands for today and will stand for in the future. MODERN LUXURY is the consistent evolution of our core underwear segment and combines our traditional strengths with a contemporary understanding of luxury. The line remains true to our central values: the finest materials, superior quality and Handmade in Switzerland. At the same time, it reinterprets these values.» Pascal Höhener, CEO ZIMMERLI SWITZERLAND
With MODERN LUXURY, ZIMMERLI underlines its ambition to continuously evolve Private Luxury. The new line combines Swiss craftsmanship, innovative materials and responsible product development. The result is a modern collection for people who do not need to display luxury outwardly, but want to feel it on their skin every day.
