It began with a name. Camila Martin was the original brief. Then we heard the full name, Camila Martin Barla, and Barla carried a different weight. Argentinian, lyrical, too fine to set aside. That became the house: Camila Martin Barla. Elegant, distinctive, rooted.
Camila is Argentinian. Yves, her partner in the work, is Swiss. Together they are a rare creative pair: considered, romantic, and sharply intelligent. They came to us with a vision that was intimate and exact, able to move between categories. A lingerie house less concerned with seduction than with power. Soft power, and still power.
We began with brand strategy, which in this case meant reading Camila. Her influences, her upbringing, the quiet fire behind the ideas. We were not building a brand led by trend. We were building her world. She comes from design, with an eye that is naturally minimal and full of subversive tension. That was the line we followed. Understated. Confident. A darker note that does not need to explain itself.
We built a brand identity that feels timeless and personal. Everything begins with her: editorial, quiet, self-assured. The collections are released as Editions, the way books or films are released. Each one its own mood. Edition 01 arrives in July, largely lingerie, and the kind you want under anything. Or under nothing. It is cool, direct, and grown.
We also photographed the campaign. More will be shown at launch. For now, a glimpse from one of the lo-fi setups, made on a school flatbed scanner. Chaotic. Brilliant. Many frames missed. Many worth keeping.
We designed and built the site as well: www.camilamartinbarla.com
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