Australian fashion brand Camilla has rolled out its award-winning store concept in Melbourne CBD.
The new store introduces the brand’s Hotel of Curiosity concept, which was named the winner in Ragtrader’s Australian Fashion Industry Awards 2025. Camilla also won the Design Excellence award for its collection based on The White Lotus TV show.
The design is an immersive retail environment that reflects the brand’s travel and artisanal storytelling roots. It includes handmade shopfront tiling and custom inlaid brass floor totems, as well as embellished lighting crafted by Camilla’s artisan partners in India.
The focal point of the boutique is the Camilla Express: an interactive train carriage installation complete with cinematic visuals showcasing the destinations that inspired recent collections.
“I wanted every detail to feel original, just like my designs so we layered handcrafted details into every single corner,” founder and creative director Camilla Franks said. “What we created was 50 per cent hotel, 50 per cent cabinet of curiosities and 50 per cent boutique. And yes, I know, that adds up to 150 per cent – but I wouldn’t have it any other way.”
The boutique will open with the brand’s latest collection, The Wandering Poet, which explores Türkiye’s cultural and visual landscape based on Franks’ personal travels. The collection is inspired by Ottoman architecture and ancient bazaars.
This brings Camilla’s global retail portfolio to 31, with 27 of these across Australia. It also marks the return of the brand to Emporium Melbourne for the first time since 2022.
Camilla was founded in 2004, and has since scaled to sell in 55 countries. This includes a handful of stores and an outlet in the United States.