This week we talk to Camilla Simona Felici who has just launched her own brand this year – Mila Simona. Camilla has worked in fashion and lingerie for many years, most recently at Bluebella and we find out why she decided the time was right to create her own brand.
Your previous life?
I’ve worked in fashion marketing and PR for many years for luxury brands including Carven, Kenzo and Stone
Island and also in production for stylists at Prada and Givenchy. I also spent some time assisting FKA Twigs – a
very talented and inspirational artist.
How did the brand start and when did you start working on it?
The brand initiated from a desire that I had many years ago and a story I want to convey about love – the good
and the bad, the heaven and hell, the light and dark, as so many of us experience the beauty and also can
experience profound pain in love. I want to connect with people and I will work with various artists and creatives
on the journey to explore this narrative. I have also always loved beautiful lingerie for the way it can make you
feel, I’m half Italian and very inspired by Italian fashion, art and literature and it was important to me that the
lingerie is made in Italy, so I found manufacturers in Italy and began the design process in order to create the
brand.
Where do you look for design inspiration?
Books, art, architecture, nature – so many places.
What are the highlights of your collection?
The Mila VIII thong is a really perfect, tiny black thong, I love the silhouette and the shape and style – it’s super
classic and sexy. The Simona signature sets are a highlight as they’re romantic and playful and I love the design
with the ribbon bow ties on the bra and thong. The Femme Fatale leather bras are also a highlight because
they’re striking and unique, made from beautiful Tuscan leather and can be worn out at parties and events.
What do you read and whom do you follow in social media to keep ahead of trends?
I love reading books. The brand’s inspirations are drawn from Italian film and literature – I love director Federico
Fellini for his explorations of identity and fantasy, I’m reading his biography at the moment. I am also interested in
Pier Paolo Pasolini for his combination of romance, controversy and symbolism and Alberto Moravia due to his
notoriety for portrayals of desire and sexuality. I have also loved reading Henry Miller, his books – Tropic of
Capricorn and Sexus. I don’t necessarily follow social media accounts to keep ahead of the trends, accounts I
like are by photographer Jack Bridgland, Michel Gaubert, a French sound director and I love the model, Irina
Shayk.
Describe the person who wears your designs: what is their style?
I would want my brand to resonate with them and in essence for them to feel whatever they want wearing the
lingerie – beautiful, elegant, strong, powerful, wild, sexy – whatever they want.
A Typical Week…in your life
I’m currently working on my brand and on other freelance projects. I try to divide my time between my brand and
these other projects, which can be challenging at the initial stages of launching a brand. I like to listen to music
when I’m working, I love classical music, R&B or techno depending on my mood. I’ll also exercise during the
week, which is important – I always prefer to work out in the evenings. I love going out for dinners – Italian food is
my favourite and if I want to drink I love a vodka martini.
Your biggest challenge?
At the moment – the journey with this brand.
Your worst move so far?
I don’t feel I have a worst move. Of course there are mistakes I’ve made and its cliché – but you do obviously
learn from them.
What do you hope to achieve?
For Quentin Tarantino to direct a Mila Simona campaign one day.
You can find out more from Camilla on info@milasimona.com.
