Ever since we laid eyes upon London-based shoe designer Camilla Elphick's sugary-sweet PEZ dispenser heels, we knew we were on to something big. Having previously worked alongside fellow off-beat shoe purveyors Charlotte Olympia and Sophia Webster, the London College of Fashion graduate's covetable, candy-coloured designs are instantly recognisable - and they're probably a firm fixture on your Instagram feed, having previously graced the feet of Alexa Chung and Man Repeller's Leandra Medine.
Now, Camilla's label has been selected for Walpole's Brands of Tomorrow, marking her as one of 12 emerging luxury brands which will receive mentorship and support from industry leaders. To celebrate her win, we caught up with the designer to learn more about her latest collection, her plans for the brand's future and why she'd love to see La La Land's Emma Stone dancing in a pair of Camilla Elphicks...
What does winning Brands of Tomorrow mean to you, and how will it help to grow the Camilla Elphick brand?
We are absolutely thrilled to have won Walpole's 2017 Brands of Tomorrow Award! It will be a wonderful opportunity for us to take full advantage of the mentoring provided by the world renowned Selfridges and their team. We also feel that the business support supplied by Walpole, Mishcon de Reya and Sloane Point Partners will be invaluable and we are really excited to grow the brand this year.
Who do you design for? Do you tend to have a particular ‘girl’ in mind, or does it change from season to season?
Our brand's fun and playful appeal is connected to attitude, not to age - our number one goal is to create shoes that give the wearer a reason to smile. Our customer loves luxury and fashion, understands quality and appreciates the refinement and warm wit of the brand. Each season we design the collection with a theme and we keep three different looks in mind to appeal to our customer; effortlessly cool and cutting edge, quirky and playful, elegant and classic.
Is there anyone you’d love to see in your shoes?
I am always delighted when I see people wear our shoes. I would love to see Emma Stone wear a pair of our shoes. I recently went to see La La Land at the cinema and then watched an interview with her - she seems like the sort of girl you want to know! Her fun attitude resonates with me and I hope she will be just as much a fan of the brand as our shoes are definitely all singing and all dancing!
What’s the best way to style statement shoes?
I think the best way to style statement shoes is to wear them with something understated. Perhaps it’s a pair of cut-off cropped denim jeans, a knit (I'm a huge fan of Bella Freud’s) and a big pair of earrings with laid-back hair - the shoes instantly become the focal point to your outfit.
What’s the story behind your ‘Pez’ shoes?
The story of the 'Pez' began when I was creating my graduate shoe collection at Cordwainers at the London College of Fashion. The collection was called 'So Good, It's Bad' and was based on candy and all things sweet. One shoe in particular featured a Pez dispenser on the heel, anf with help from Charlotte Olympia (for whom I was interning with at the time) I made it a reality and produced a sample. They gained wide-spread press coverage at my graduate show and have now become one of our best-sellers. I know that Charlotte Olympia has also won Walpole awards, which makes me feel grateful to be in such good company.
Your designs are very Instagram-friendly – has social media helped you grow the brand? What's the secret to the perfect 'shoe-fie?'
Instagram is a lot of fun indeed and I think it brings our shoes to life! It is great to see how people have styled our shoes and it is a way of connecting to a global audience of like-minded customers. There isn't a secret to the perfect 'shoe-fie' but I have noticed that a simple close up of our shoes on the foot works best. My dog Lulu has been a bit of secret weapon though on Instagram - she has in fact received our most 'likes' whilst looking up at the camera when I was trying to snap a picture of my shoes in front of a beautiful flower stand near my flat!
How would you describe your personal style?
My personal style is quite feminine and refined, but always with a fun twist. I adore mixing blush pinks, black and metallics. For meetings I like to smarten things up with a pair of our more sophisticated Lover shoes which we now offer in a range of shapes, colours and heel heights - there is a style or every occasion.
Can you tell us about what we can expect from your next collection?
For S/S'17 we have conjured up a 'digital dreamland' collection filled with pop motifs and hyper colour. I was inspired by Vaporware, an internet-born music and art movement of the early 2010s defined by retro aesthetics. You can expect a collection of fun and futuristic statement sandals and more metallic boots! Also this season, we will debut a line of 'good news shoes' as part of a collaboration with the iconic Smiley brand with eye-catching styles featuring the cult motif in time for the company's 45 year anniversary.
Where would you like your brand to be in five years’ time?
A lot can happen in five years, and we are confident that with the help and support of Walpole and our mentors that we can propel the brand to become one of the leading luxury footwear and accessory labels in the UK.
READ MORE: Dopamine Dressing: Fashion To Make You Smile This January