If you stepped into VivoCity’s brand new Camomilla Milano boutique without paying much attention to the brand name, I honestly doubt you would conclude that it is an Italian label. Its delightfully whimsical and cheerful set-up splashed in the most enchanting pastel colours exude a vibe not unlike that of a charming English garden. As for the products, it wouldn’t be surprising if one thought they were from a Korean or Japanese accessory manufacturer, thanks to the myriad of bows, glitter and playful patterns.
Camomilla Milano was founded in Milan, Italy in 1983 by couple Grazia and Maurizio Belloni. Despite the “black-only” revolution that this decade was experiencing, they courageously went against the norm and injected floral motifs, romantic symbols and sweet pastels into their products. It is these elements that have come to define the brand, giving it creative and unique diversity. The label’s tagline, “Accessori Ed Emozioni” (“Accessories and Emotions”) symbolizes their aim of inspiring women to play around with fashion and their emotions.
Singapore has the honour of being the very first country in Asia to house a Camomilla Milano concept store. If you asked me, I think their Spring/Summer 2011 showcase is perfect for establishing themselves among local shoppers and giving a good first impression. This vibrant and diversified portfolio consists of 15 collections, all with their own story, mood and personality. An impressively wide range of products – from shoulder bags and clutches to coin purses and make-up cases – is sure to leave you spoiled for choice.
I can’t count how many times I found myself spotting a cute item, gasping in delight and flailing my arms around in a shameless “OMG I WANT THIS” moment. So let’s have a run through some of the merchandise and maybe you will see something that leads you to do the same?
All That Glitters…
Love it or hate it, you can’t deny that glitter is so fabulously eye-catching. This is Camomilla’s sparkly and aptly-christened “Prestige” collection, which consists of purses and pouches adorned in as much shiny goodness as anyone can handle. As an unabashed fan of blinged out beauties, these twinkling totes definitely get my two thumbs-up.
A Rose by Any Other Name…
If you’re fond of flaunting flowers in your fashion sense, then look no further than these rosy cuties. Gigantic rose appliques give the accessories an undisputed feminine feel, and I quite like how they’re available in unconventional – at least when it comes to floral-themed items – hues like teal.
I don’t usually claim to have a liking towards polka-dots, but I admit that I was quite charmed by these pieces. The pastel hues and dainty bows do a good job in contributing to this collection’s alluring factor.
Take a Bow
Sometimes, the addition of a large bow can end up turning into a tragedy for a clothing item or accessory. Thankfully, this is not the case for the immensely adorable bow-adorned bags from Camomilla’s romantic “Sophie” line. I love love love the glossy patent collection, which has items in many different sizes, including this squeal-inducing coin purse:
Speaking of Coin Purses…
Jardin des Femmes
Sophisticated femininity and spirited girlishness come together in “Lily & Roses”, a collection that was conceptualized around the French phrase “Jardin des Femmes” (which, according to Google Translate, means “Garden’s Woman”).
Besides bags, Camomilla Milano also features a range of hair accessories, necklaces and belts, all of which maintain the brand’s signature touches.
If I may risk being a little bit too early for general sales predictions, Camomilla Milano has the potential of becoming a hit among the ladies here in Singapore, or at least, among those who are more attuned to their feminine side. There is an impressive variety of products in an impressive variety of shapes, sizes, colours and patterns, and to top that off, the price tags won’t create a gaping gash in your wallet. In my book, that is definitely a recipe for retail success.
Camomilla Milano is located at #01-119, VivoCity.