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CAMILLAwelltonintroducing

by Thea NatalieOrganic, architectural, futuristic; not words that you can easily imagine describing the same thing, however Camilla Wellton's eighth collection is hard to define. Structural and beautiful, strong lines in soft fabrics, and astrological ellipses all come together to create a truly attractive and unique offering. For Camilla, design and fit come first. Enhancing the female form and allowing a woman to express herself through her image is very important to Camilla and is a concept that supports her philosophy: create  clothes that enhance your natural power, grace, beauty and elegance, love  life by being true to the innermost self for the benefit of all beings, and, allow an awakening of the mind so that the wonders that lie inside us all may be expressed. The passion is evident when Camilla says ‘I wish to express elegant individuality with the whole form through my designs’.

As a 10-year-old, Camilla rebelled against her parent’s clothing choices and began making her own outfits, whereby a love of design and self-expression was born at this young age. Since the 2009 launch of her eponymous brand, Camilla’s ranges have grown, as has the attention from press, consumers and fellow designers. Using organic fabrics brings great joy to Camilla, allowing her to create, develop and grow in harmony with the land.

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Nordic brands are fast becoming dominant in fashion with powerhouses like Acne, Cheap Monday and H&M proving that the Swedish aesthetic is popular the world over. When asked where her favourite place in the city is, Camilla tells of a tiny coffee house in Sodermalm, ‘It’s in the middle of a staircase, the owner is so charming and knows every-one by name, it’s such an inviting environment’. With Sodermalm being the centre of the arts district, it can only be imagined that the cafe emanates that quintessential cool of all things Swedish.So what’s next for Camilla and her brand? The new co l l ec t ions a re ready for boutiques and the creative process continues. Her love of slow fashion

that explodes seasonal boundaries feels natural and transcends the over simplified tradition of following trends in fashion. She states, “In our daily l ives we are no longer restricted by seasons, and I design in a way that allows you to dress for wherever you may be going, not necessarily where you are now”. Camilla may not follow seasonal trends, but is sure to be the one who sets them for future fashion designers and consumers.

Camilla’s range is available online and at high-end boutiques across Europe. §

www.camillawellton.com.

A background in mathematics, art, yoga and philosophy gave her the courage to leave her original career path in environmental sciences and to begin working on a project that would eventually become her life’s work. Camilla explains her creative process as allowing the forms to flow naturally with-out judgement. “When I was younger I used to draw abstract imagery and then develop it into something beautiful, I think my process of pattern creation is similar. I rely on my muse, my subconscious and the unknown inside me to collect and store impressions that allow me to give designs a tangible shape. I make sure I am in the right frame of mind for creating and then begin cutting, it’s a logical process, but one far beyond words and time”.Since winning the IKEA People’s Choice Fashion Award in 2010, Camilla has continued to grow her brand, offering made-to-measure and eco-couture lines. Inviting the wearer to invest in the creative process, whilst retaining the S&E values of the brand, is both innovative and smart in a world where ethics and fashion are on the world stage. Ethical fashion has come a long way from the days of hemp trousers, and Stockholm is a hotbed of creative S&E design. Based in Sodermalm, Camilla’s atelier is in exactly the right place to gain a strong presence in the market.

§ I rely on my muse, my subconscious and the un-known inside me ... I make sure I am in the right frame of mind for creating ... it’s a logical process, but one far beyond words and time”

camilla wellton