In true Camilla style, the latest store features exotic bold prints stretching from floor to ceiling. The wild and wonderful design is a visual feast with large tigers emblazoned on the walls and zebra print spread out underfoot.

Franks said the store invites customers to immerse themselves into the world of Camilla and the “colour, print, art and travel” that it embodies.

“I like to take people out of their everyday life and give them a taste of escapism even if it’s only for a short while; I call it ‘poetic retail’,” Franks said.

Dreamed up by in-house artists, the design pays homage to Jamaican model, musician and muse Grace Jones, who also inspired the bold new ‘I AM’ Collection.

The new store also houses the Muse collection, which Franks says “worships women”.  

“It answers a hunger to reframe the current narrative of who and what

a woman should be. Instead, we wrote our own rules, inspired by heavenly, hypnotic women who did exactly what they wanted to, whenever they wanted.”

Since the “beautifully wild and colourful” early days of Camilla, the brand has been on a rollercoaster ride, now with 24 boutiques under its belt and stockists in 54 countries across the globe. And despite the challenges that 2020 has thrown at the retail industry, Franks said her team has maintained a ‘can-do’ attitude.   

“We have pretty much thrown everything up in the air and reimagined every corner of our business. My team and I have moved mountains to try and adapt to these uncharted waters. I’m so lucky to be holding hands with such a dynamic and talented group of warriors.”

Scentre Group’s director of leasing and retail solutions, John Papagiannis, welcomed the opening of the new store and said it highlights the value retail partners place on physical stores as a part of their customer engagement strategy.

“Camilla is a quintessential Australian fashion brand and given the brand’s local Bondi Beach heritage, this store is a particularly symbolic addition to our portfolio. Camilla will join our bespoke mix of high-quality, sought-after brands and experiences at Westfield Bondi Junction, making this their fourth store within our portfolio,” he said.

This story appeared in the August 2020 issue of Inside Retail Magazine. To receive a print copy, click here.