brand book2014

She launched her namesake labe l ten years ago. Now, ce lebrated des igner and art i s t Cami l la Franks i s a name synonymous with Austra l ian fash ion and l i festy le . Each CAMILL A p iece i s infused with story: the dest inat ion and adventure are yours to f i l l w i th v ibrant co lour, d ig i ta l pr int , bohemian deta i l ing and intr icate craftsmanship . Al l p ieces are luxur ious , ind iv idua l i s t ic and t imeless , creat ing a sent imenta l p lace in your wardrobe and l i fe .

Cami l la f i r st found insp i rat ion in theatre , des ign ing f lamboyant costumes for the co lourfu l characters of the stage, reve l ing in the ovat ion they rece ived. Her entrepreneur ia l sp i r i t insp i red the launch of CAMILL A, and her debut co l lect ion of bo ld kaftans marked a p ioneer ing moment for resortwear in Austra l ia and g loba l ly

In 2004, Cami l la opened her f i r st bout ique, at the wor ld famous Bondi Beach. Her co l lect ions captured Sydney’s g loba l yet earthy ident i ty, w i th exuberant co lours and pr ints , prec ious s i lk fabr icat ions , and deta i led crysta l embel l i shments .

THE INSPIREDCami l la ’ s constant t rave l ing i s the pr imary source of her insp i rat ion . The d i scovery of cu l tures , food and art i s ts fue l her creat iv i ty and cont inue to push CAMILL A to new and beaut i fu l p laces . As a des igner and art i s t she draws deep on her love of Mother Nature and f inds strength and renewed energy f rom iconic cu l tura l muses Veruschka, Ta l i tha Getty and Fr ida Kahlo .

THE CAMILL A WOMAN

“ I des ign for conf ident , g lamorous women who en joy a l i t t l e b i t o f c razy, a l l persona l i t i e s and wa lks of l i fe . I want to make women look and fee l beaut i fu l” , says Franks of the CAMILL A brand ph i losophy.

Whi le the co l lect ions do inc lude ranges for men and ch i ldren, the women’s range remains at the very heart of the brand and where the story began. CAMILL A i s a way of be ing, rather than a labe l that i s def ined by age, race or cu l ture . She i s s t rong, f ree-sp i r i ted , adventurous and co lourfu l . She i s the mother, the grandmother, the daughter, the granddaughter. She wears i t her own way, re interprets i t season after season, w i l l never throw a p iece away; i t ’ s a memory, a s tory, a t reasure .

The CAMILL A customer embraces co lour and l i fe and a l l i t has to offer.

She i s g lamorous and sexy, knows her own sty le and l ikes to stand ta l l amongst her peers . She apprec iates qua l i ty and loves CAMILL A because i t i s so un ique, so unapologet ic in a wor ld fu l l of b lack and grey. CAMILL A a l lows her to express her womanhood, her femin in i ty, her love of l i fe and her apprec iat ion of luxury.

CORE TARGET MARKET: The CAMILL A core WOMEN is 35+.

SECONDARY TARGET MARKET: she i s WOMEN 18-35.

theCamillastory

“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

CAMILLA releases four main collections that have now evolved to encompass Swim, Resort, Accessories, Children’s, Men’s and Home. This l ifestyle l ine has

been named CAMILLA World and here, Camilla invites you to venture into her artisan realm of colour, bliss and embell ished treasures - a world that she

continues to evolve.The new collections deliver Camilla’s unique aesthetic to new audiences, and offer her loyal cl ientele more way’s to engage in the brand as their own l ives

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 l ifestyle.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.

“ 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

CAMILL A’s market ing communicat ion i s b ig on theatre , drama and co lour. It i s unconvent iona l , non-mass market and leaves

a last ing impress ion. The CAMILL A s ignature i s to create innovat ive market ing act iv i t ies that emot iona l ly engage with

our c l iente le and l ine up with the CAMILL A v i s ion . Market ing co l latera l focuses on creat ive d i rect ion that i s innovat ive , impactfu l and represents the brand ph i losophy.

CAMILL A bui lds brand fame through premium events , qua l i ty loca l and internat iona l press , a s t rong d ig i ta l s t rategy and ce lebr i ty p lacement . Th is - combined with the incred ib le word

of mouth pra i se f rom a ded icated c l iente le and long-term ce lebr i ty re lat ionsh ips - cont inues to fue l the brand ’s

evo lut ion to new markets .Beyoncé, Kate Hudson, L i ly Al len , Lana Del Ray, Oprah Winfrey, Nick i Mina j , Jenni fer Lopez , Vanessa Hudgens , Alessandra

Ambros io , Ol iv ia Pa lermo and Miranda Kerr are some of the sty le leaders who love to wear the women’s co l lect ions and are testament to the CAMILL A sp i r i t .

The CAMILL A labe l loves to enterta in and surpr i se , and in add it ion to showing at Mercedes Benz Fash ion Week and VIRGIN AUSTRALIA Melbourne Fash ion Fest iva l , CAMILL A enterta ins w ith

fash ion shows in the most exot ic locat ions around the wor ld inc lud ing the Mald ives , Duba i and Greece and to a melt ing pot of ser ious devotees . The p lan: inev i tab ly to show at New York Fash ion Week.

Cami l la Franks i s now a wel l-known Austra l ian persona l i ty and i s at home in f ront of the camera and host ing events , and i s an engag ing publ ic speaker. She’s much loved for her char i sma, sense of

humour and, of course , her deep fash ion knowledge. She i s the very embodiment of the CAMILL A phi losophy and the best ambassador for the brand.

cami l la .com.au i s one of the most exc i t ing p latforms for the brand, current ly attract ing 60,000 v is i tors a week and offer ing complete access to the CAMILL A co l lect ion. Current ly sh ipp ing to Austra l ia

and New Zea land, CAMILL A wi l l soon sh ip g loba l ly. With over 70,000 Facebook fans and a lmost 50,000 on Instagram, CAMILL A enjoys a h igh ly engaged audience.

C A M I L L A REPRESENTS

T H E S T R O N G , THE FREE SPIRITED,

T H E A D V E N T U R O U S AND THE COLOURFUL.

the vision

CAKE COSMOPOLITAN

COSMOPOLITAN

ELLE INSTYLE

ELLE

MARIE CLAIRE

SUNDAY STYLE

SHOP TILL YOU DROP

THE AUSTRALIAN WOMEN'S WEEKLY

SUNDAY LIFE

GOOD WEEKEND O MAGAZINE

press momentsHARPER’S BAZAAR

SUNDAY LIFE

celeb

rity tr

ibe

VIRGIN AUSTRALIA MELBOURNE FASHION FESTIVAL, MAY 2014

Camilla grand

showcase

camilla boutiques

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.

VICHAWKSBURN VILLAGE510 Malvern Road Prahran VIC 3142 +61 3 9521 3010

MELBOURNE CITYEmporium Melbourne Shop 2-022 269-321 Lonsdale Street Melbourne VIC 3000 +61 3 8609 8256

NSW

BONDI BEACH132a 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

MOSMANShop 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

WACOTTESLOE

Shop 1, 1 Station StreetCottesloe WA 6011

+61 8 6161 4659

E-BOUTIQUE www.camilla.com.au

QLD

FORTITUDE VALLEYShop 1, 19 James StreetFortitude ValleyBrisbane QLD 4006 +61 7 3852 6030

INDOOROOPILLYIndooroopilly Shopping Centre Shop 2126 322 Moggill RoadIndooroopilly QLD 4068 +61 478 829 689

ROBINARobina Town CentreShop 400619 Robina Town Centre DriveRobina QLD 4226

camilla world at david jonesAUSTRALIA’S LEADING DEPARTMENT STORE. AN OASIS

SHOWCASING ALL CATEGORIES WITHIN KEY STORES

Thanks to a unique

and diversif ied 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 wil l bring

to l ife the CAMILLA World holistic brand experience that has been celebrated in Australia for the last ten years.

The dream and evolution never stops. Camilla wil l continue to grow the brand’s l ifestyle offering with the goal of one

day having a six star Hotel CAMILLA experience.

globalexpansion