The loose-fitting label has had extraordinary success in a short time. Camilla established the business in 2004 and it’s now stocked worldwide, in high-end boutiques and department stores such as Harvey Nichols, Henri Bendel, David Jones in Australia and, now, the Bondi Beach House. The biggest markets are the UK, the Middle East and Australia.
“I think many of my customers have been drawn to the label because of the playful use of colour,” says Camilla. “I love fuchsia, mandarin and turquoise. Colour is everything. Most of the success of the label is due to the exciting use of colour.
“The other key philosophy behind my designs is that I don't discriminate with size or shape. The label celebrates all women, from petite to more-to-love. The style is loose fitting, very forgiving. You don't have to wear a bra or knickers or pull your tummy in, and it's still flattering. There’s something for everyone. I live in them.”
The kaftan range and the company's everywoman philosophy caught the attention of Elizabeth Arden in 2007. The American cosmetics giant was so impressed it asked Camilla to design a capsule collection for the launch of its perfume, Mediterranean.
“When Elizabeth Arden approached me I was really honoured. The company shares the same philosophy as me, which is that every woman has the right to feel beautiful. So it made sense the two companies teamed up,” says Camilla.
“Elizabeth Arden wanted a personal feel to it. So I designed a 20-piece collection, which was inspired by memories of favourite places, like Positano, Antibes, Monaco, Santorini; places where I have spent time with my family. The collection features the many blues of the Mediterranean, and incorporates hand-beaded details on chiffon, silk and satin in a series of exotic and playful prints. It's been a huge success ... and we’re talking about continuing the relationship.”
During 2008, Camilla’s spending a lot of time overseas again, expanding the brand. “We're launching in Milan and Russia. We're turning Camilla Franks into a brand, going into accessories, swimwear, shoes – the whole thing. And we'll be concentrating on creating more beach stores around Australia. We're nurturing the company.”
Camilla's label began in the theatre where she worked as an actor. Ever resourceful, she created her own costumes for her flamboyant characters, including Titania in A Midsummer Night's Dream. “It all began on stage. I was designing costumes for my characters. Nobody paid any attention to my acting, it was all about the costumes and a label was born,” she explains.
“The kaftans were perfect for the rehearsal room and my mother always wore them. My mother is actually the original kaftan queen. She has a high-end bohemian gypsy style and I’m inspired by her. And I love Cavalli. He has an incredible flair for beautiful fabrics and takes so many risks – some good, some bad. But he stays true to his style no matter what Vogue says is in season.”
Continuing, she says: “I never studied design so there’s no real process. I listen to music, travel and go to the theatre to get inspired. Then I sit down with my manufacturers and show them my designs and tell them what I want. I find this the easier part. Unfortunately I only get to design for a small part of the year. The rest is spent running the business; not so enjoyable.”
The former actor [she was a Russian casino girl in The World Is Not Enough with Pierce Brosnan as 007] and producer [for ad man John Singleton] says producing has given her the skills to multi-task and acting has given her the confidence to get up in front of boardroom executives and sell her range. “David Jones says nobody sells their range like I do. I treat it like a performance, a monologue. I make it fun,” says Camilla. Still, running a business is an on-going challenge.
“I learn on the go. This is throwing yourself in the deep end. Mostly I swim but sometimes I feel like I'm drowning. I’ve been very lucky, I seem to be doing something right.”
By Carolyn Ford
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