AUSTRALIA. Heinemann Australia has launched Australian luxury resortwear brand Camilla into airport duty free with a pop-up activation at Sydney Airport.
This is Heinemann’s first major fashion launch since it unveiled its new premium and luxury space and brand offering at the New South Wales gateway’s international terminal in February.
The pop-up features Camilla’s new Amore Mio return-to-travel collection, designed to evoke the romance and luxury of an Italian summer through the brand’s signature vibrant prints.
The collection showcases a collaboration with The Leading Hotels of the World, which represents some of the world’s most renowned luxury hotels including Hotel Santa Caterina on the Amalfi Coast and Villa Cora in Florence. Both have been reimagined as limited-edition hand-painted prints for the collaboration.
Prints charmingFounded in 2004 by designer and artist Camilla Franks in Sydney’s Bondi Beach, Camilla has grown into a global print house with a highly distinctive aesthetic. Today, the brand’s prints are sold in 55 countries. Encompassing her love of travel, Franks immerses herself in faraway worlds to inspire each limited-edition collection and create pieces that are popular with collectors. Prints are hand-drawn and painted by in-house artists and pieces cut and sewn. For more, see https://au.camilla.com/ |
Heinemann said this major brand launch signifies a sharpened focus on the fashion and accessories category, including Australian brands, in Sydney Airport’s international terminal and in the retailer’s soon to be opened domestic terminal department stores.
Australian fashion brands and designers have been gaining increasing international recognition with a strong presence during Paris and New York fashion weeks, the retailer noted.
“We are delighted to be bringing homegrown Aussie brand Camilla to Sydney Airport for the first time,” commented Heinemann Australia Managing Director George Tsoukalas.
“Local products have always been a key pillar in our strategy to deliver a unique, relevant and exciting shopping experience for our customers. We can’t wait to shine the spotlight on more homegrown brands as we expand our footprint in the region.”
Camilla Creative Director and Founder Camilla Franks said: “There isn’t a more perfect stage for our return-to-travel collection than Sydney International Airport, just a short drive away from the birthplace of Camilla in Bondi Beach.
“The Heinemann team shares my passion for inspiring travellers and bringing beautiful destinations to life and I am thrilled that we are embarking on this journey with them.”
The pop-up was officially opened with a celebration at Sydney Airport featuring media and social media influencers.
Heinemann Australia is supporting the brand launch with a promotional campaign, including prominent placement on digital screens in-store and social media giveaways, that runs until the end of October.
Camilla will also be showcased as part of an Australian brand assortment in Heinemann’s domestic terminal department stores when they open later this year. ✈
