brand book 2014
the Camilla story EVERY GREAT DREAM BEGINS WITH A DREAMER. ALWAYS REMEMBER, YOU HAVE WITHIN YOU THE STRENGTH, THE PATIENCE, AND THE PASSION TO REACH FOR THE STARS TO CHANGE THE WORLD HARRIET TUBMAN She launched her namesake label ten years ago. Now, celebrated designer and artist Camilla Franks is a name synonymous with Australian fashion and lifestyle. Each CAMILLA piece is infused with story: the destination and adventure are yours to fill with vibrant colour, digital print, bohemian detailing and intricate craftsmanship. All pieces are luxurious, individualistic and timeless, creating a sentimental place in your wardrobe and life. Camilla first found inspiration in theatre, designing flamboyant costumes for the colourful characters of the stage, reveling in the ovation they received. Her entrepreneurial spirit inspired the launch of CAMILLA, and her debut collection of bold kaftans marked a pioneering moment for resortwear in Australia and globally In 2004, Camilla opened her first boutique, at the world famous Bondi Beach. Her collections captured Sydney s global yet earthy identity, with exuberant colours and prints, precious silk fabrications, and detailed crystal embellishments. THE INSPIRED Camilla s constant traveling is the primary source of her inspiration. The discovery of cultures, food and artists fuel her creativity and continue to push CAMILLA to new and beautiful places. As a designer and artist she draws deep on her love of Mother Nature and finds strength and renewed energy from iconic cultural muses Veruschka, Talitha Getty and Frida Kahlo. THE CAMILLA WOMAN I design for confident, glamorous women who enjoy a little bit of crazy, all personalities and walks of life. I want to make women look and feel beautiful, says Franks of the CAMILLA brand philosophy. While the collections do include ranges for men and children, the women s range remains at the very heart of the brand and where the story began. CAMILLA is a way of being, rather than a label that is defined by age, race or culture. She is strong, free-spirited, adventurous and colourful. She is the mother, the grandmother, the daughter, the granddaughter. She wears it her own way, reinterprets it season after season, will never throw a piece away; it s a memory, a story, a treasure. The CAMILLA customer embraces colour and life and all it has to offer. She is glamorous and sexy, knows her own style and likes to stand tall amongst her peers. She appreciates quality and loves CAMILLA because it is so unique, so unapologetic in a world full of black and grey. CAMILLA allows her to express her womanhood, her femininity, her love of life and her appreciation of luxury. CORE TARGET MARKET: The CAMILLA core WOMEN is 35+. SECONDARY TARGET MARKET: she is WOMEN 18-35.
FOR ME, CAMILLA HAS ALWAYS BEEN A LIFESTYLE BRAND. AFTER MANY YEARS DEVELOPING AND PERFECTING MY FASHION LINE, I WANTED TO STRETCH THE BOUNDARIES OF FASHION AND EXPAND, FRANKS EXPLAINS. I LAUNCHED SWIM, ACCESSORIES, CUSHIONS AND CANDLES WITH MY GYPSET COLLECTION IN 2012, AND EXPANDING INTO HOME IS ORGANIC AND SOMETHING I HAVE BEEN VERY EXCITED TO DO CAMILLA FRANKS Worldly Camilla CAMILLA releases four main collections that have now evolved to encompass Swim, Resort, Accessories, Children s, Men s and Home. This lifestyle line has been named CAMILLA World and here, Camilla invites you to venture into her artisan realm of colour, bliss and embellished treasures - a world that she continues to evolve. The new collections deliver Camilla s unique aesthetic to new audiences, and offer her loyal clientele more way s to engage in the brand as their own lives change and evolve. CAMILLA is inspired by global travelers and wide ranging cultures and communities. Spaces are temple-like, a place of homage that draws you in, inviting you to reflect and enjoy the moment in front of you. The world stops here, and experiencing the inspiration behind the collections gives you a full understanding of the CAMILLA artisan philosophy and lifestyle. You can discover the CAMILLA collections from one of ten namesake boutiques throughout Australia, a powering digital store camilla.com.au, and CAMILLA World at David Jones, an oasis showcasing all categories within David Jones.
the vision CAMILLA REPRESENTS THE STRONG, THE FREE SPIRITED, THE ADVENTUROUS AND THE COLOURFUL. CAMILLA s marketing communication is big on theatre, drama and colour. It is unconventional, non-mass market and leaves a lasting impression. The CAMILLA signature is to create innovative marketing activities that emotionally engage with our clientele and line up with the CAMILLA vision. Marketing collateral focuses on creative direction that is innovative, impactful and represents the brand philosophy. CAMILLA builds brand fame through premium events, quality local and international press, a strong digital strategy and celebrity placement. This - combined with the incredible word of mouth praise from a dedicated clientele and long-term celebrity relationships - continues to fuel the brand s evolution to new markets. Beyoncé, Kate Hudson, Lily Allen, Lana Del Ray, Oprah Winfrey, Nicki Minaj, Jennifer Lopez, Vanessa Hudgens, Alessandra Ambrosio, Olivia Palermo and Miranda Kerr are some of the style leaders who love to wear the women s collections and are testament to the CAMILLA spirit. The CAMILLA label loves to entertain and surprise, and in addition to showing at Mercedes Benz Fashion Week and VIRGIN AUSTRALIA Melbourne Fashion Festival, CAMILLA entertains with fashion shows in the most exotic locations around the world including the Maldives, Dubai and Greece and to a melting pot of serious devotees. The plan: inevitably to show at New York Fashion Week. Camilla Franks is now a well-known Australian personality and is at home in front of the camera and hosting events, and is an engaging public speaker. She s much loved for her charisma, sense of humour and, of course, her deep fashion knowledge. She is the very embodiment of the CAMILLA philosophy and the best ambassador for the brand. camilla.com.au is one of the most exciting platforms for the brand, currently attracting 60,000 visitors a week and offering complete access to the CAMILLA collection. Currently shipping to Australia and New Zealand, CAMILLA will soon ship globally. With over 70,000 Facebook fans and almost 50,000 on Instagram, CAMILLA enjoys a highly engaged audience.
GOOD WEEKEND O MAGAZINE ELLE ELLE INSTYLE CAKE COSMOPOLITAN SHOP TILL YOU DROP MARIE CLAIRE COSMOPOLITAN SUNDAY LIFE THE AUSTRALIAN WOMEN'S WEEKLY press SUNDAY LIFE SUNDAY STYLE HARPER S BAZAAR moments
celebrity tribe
Camilla grand showcase VIRGIN AUSTRALIA MELBOURNE FASHION FESTIVAL, MAY 2014
camilla boutiques NSW BONDI BEACH 132a Warners Avenue Bondi Beach NSW 2026 +61 2 9130 1430 CHATSWOOD Chatswood Chase Shop 1-028 345 Victoria Avenue Chatswood NSW 2067 +61 2 9410 0790 MOSMAN Shop 2, 647 Military Road Mosman NSW 2088 +61 2 9969 9200 THE INTERSECTION PADDINGTON Shop 6, 140 Oxford Street Paddington NSW 2021 +61 2 8021 5603 WA COTTESLOE Shop 1, 1 Station Street Cottesloe WA 6011 +61 8 6161 4659 E-BOUTIQUE www.camilla.com.au QLD FORTITUDE VALLEY Shop 1, 19 James Street Fortitude Valley Brisbane QLD 4006 +61 7 3852 6030 INDOOROOPILLY Indooroopilly Shopping Centre Shop 2126 322 Moggill Road Indooroopilly QLD 4068 +61 478 829 689 ROBINA Robina Town Centre Shop 4006 19 Robina Town Centre Drive Robina QLD 4226 VIC HAWKSBURN VILLAGE 510 Malvern Road Prahran VIC 3142 +61 3 9521 3010 MELBOURNE CITY Emporium Melbourne Shop 2-022 269-321 Lonsdale Street Melbourne VIC 3000 +61 3 8609 8256 CAMILLA HAS CREATED A JOURNEY THROUGH HER GLOBAL INSPIRATIONS AND AS A RESULT CAMILLA STORES ARE EMOTIVE AND NOSTALGIC. IMPRESSIVE HIGH CEILINGS CREATE A SENSE OF AIRINESS; THE GRAND ARCHWAY DESIGN INVITES IN THE CURIOUS AND ALLOWS YOU TO FLOW FREELY THROUGH THE SPACE. NOTICE THE ENORMOUS LOVE IN THE DETAIL, AGAINST THE WHITE WALLS WHICH OFFER A NECESSARY BLANK CANVAS TO SHOWCASE THE INSPIRATION, THE CRAFTSMANSHIP AND THE CURIOSITIES - ALL HANDPICKED BY CAMILLA HERSELF. IT S AN OPULENT, BLISSFUL AND UNEXPECTED EXPERIENCE.
camilla world at david jones AUSTRALIA S LEADING DEPARTMENT STORE. AN OASIS SHOWCASING ALL CATEGORIES WITHIN KEY STORES
global expansion Thanks to a unique and diversified brand offering, this Australian household fashion name has enjoyed global expansion in recent years. CAMILLA is currently sold globally through premier department stores and high-end boutiques including Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue, Harrods, Harvey Nichols, Selfridges, Matches, Bloomingdales, Intermix, Scoop, Vakko and Bugatti. Through collaborations with international partners, Camilla will bring to life the CAMILLA World holistic brand experience that has been celebrated in Australia for the last ten years. The dream and evolution never stops. Camilla will continue to grow the brand s lifestyle offering with the goal of one day having a six star Hotel CAMILLA experience.