We are excited to introduce Camilla Elpwick, a trailblazing female entrepreneur whose journey in footwear design is both inspiring and empowering. With a passion for fashion sparked by her father's influence, Camilla has blended elegance with playful twists to create a brand that resonates with confidence and joy. Her story is a testament to the power of creativity, hard work, and staying true to one’s vision. Join us in exploring the essence of her brand and the driving force behind her success, as she shares her insights on design, sustainability, and the entrepreneurial journey.
What drew you to the world of shoe and accessories design, and how would you describe your design aesthetic?
I’ve always been fascinated by how shoes can transform an outfit and make a statement. They’re functional but can also be the most integral part of what we wear with the way they make you feel and your composure. I’d describe my design aesthetic as feminine with a British twist. I love creating pieces that are chic and timeless but with playful details or unexpected materials that make them memorable. My designs are about bringing joy and confidence to whoever wears them.
Your collections often showcase bold and unique elements. What inspires your creative process, and where do you find your ideas?
Inspiration for me comes from everywhere—art, architecture, a ballet, vintage fashion, and travel. I’m also inspired by strong women and the role fashion plays in self-expression. Sometimes, it’s a colour I’ve seen in a painting or an unusual texture that sparks an idea—I go to a lot of exhibitions. And, of course, my customers play a huge role. They’re always at the forefront of my mind as I think about what they’d love to wear.
Are there specific designers or artists who have influenced your work?
Absolutely. I deeply admire shoe designers like Charlotte Olympia, Sophia Webster, Paul Andrew, Manolo Blahnik and Jimmy Choo for their craftsmanship and playful yet elegant approach to shoes (I met them all early on showing my designs and they were all so supportive). And artistically, I draw a lot from surrealist artists like Dalí, who challenge convention and remind us that creativity has no boundaries.
Can you take us through your typical design process? From initial concept to final product, what steps do you follow?
It begins with a concept or theme. I start by brainstorming and then refine my ideas into specific designs. From there, I source materials and create prototypes—this is where I really see if the design works as I envisioned. Each piece is tested multiple times for comfort and quality before final production. It’s a meticulous process, but seeing it all come together is incredibly rewarding.
What materials do you find most exciting to work with, and how do you select them for your pieces?
I love working with materials that have a touch of luxury and texture, like patent leather or rich tweeds, and I’m always experimenting with new fabrics or finishes that bring something special. Sustainability is increasingly important, so I’m exploring more eco-friendly options and finding ways to make our materials and production more responsible.
Is there a particular collection or piece that you feel represents your vision as a designer? What makes it stand out for you?
My ‘Alicia’ and 'Lover' flats are a great example of what I stand for as a designer—elegant, timeless, and with a distinctive twist. They’re versatile yet unique, and my customers love them. They’ve even been spotted on some incredible women, like the Princess of Wales, which makes them all the more special to me.
The fashion industry is constantly evolving. How do you see the role of sustainability and ethical practices influencing shoe and accessories design?
Sustainability is vital, and it’s something I care about deeply. I believe it’s essential to create pieces that last, both in quality and style, so they can be cherished rather than discarded. We’ve been working with the same Portuguese suppliers for years to ensure ethical practices, and we’re always looking for ways to be more sustainable. Ultimately, fashion should respect both the people who make it and the planet we live on.
What advice would you give to emerging designers who aspire to make a name for themselves in this competitive industry?
Find what makes you unique, and focus on that. There’s so much pressure to fit into trends, but staying true to your vision will help you stand out. Also, embrace the journey—it can be challenging, but if you’re passionate and willing to learn, it’s incredibly fulfilling. And don’t be afraid to ask for help or advice from mentors; I’ve learned so much from those who’ve been generous with their insights.
What does it mean to you to create accessories that people wear? How do you hope your designs resonate with your customers?
It’s a real honour to be part of someone’s wardrobe and, in a way, their story. I hope my designs make people feel confident, beautiful, and a little uplifted. Shoes can have such an impact on how we feel, and I love knowing that my designs can bring a smile to someone’s day or give them that extra boost they need.
Looking ahead, what are your aspirations for your brand and your future collections?
I want to continue creating pieces that resonate with people and explore more sustainable practices. I’m also excited about expanding into new styles and ideas while staying true to the brand’s essence of feminine, British-inspired design. And, of course, I look forward to seeing more women enjoying the pieces we create!
As for upcoming projects, I’m thrilled about our new Christmas capsule collection, which is launching soon. It’s actually our first collection co-designed with our customers, so it’s particularly close to my heart. I can’t wait to see how everyone styles the new pieces!