The new Camilla Beach Boutique at Atlantis, The Palm, Dubai. Photo: Vitaly Honiukov/DBN Production
SYDNEY — Australian resortwear label Camilla this week unveiled its first on-beach store concept at Atlantis, The Palm, the Dubai government-owned investment firm Istithmar World’s luxury mega-resort located on the northeastern-most point of Dubai’s man-made Palm Jumeirah island overlooking the Arabian Gulf.
Done in partnership with Dubai-based fashion distributor Fig Retail, the 560-square-foot boutique, which is exclusive to guests of the resort, features a custom fit-out that includes shopfront tiles handcrafted in India, hand-embellished tapestry, Camilla wallpaper and ocean-inspired brass hardware, including octopus-shaped door handles.
The product offering of womens- and menswear, swimwear and accessories includes a first look of the initial three print releases from part two of founder and creative director Camilla Franks’ resort 2026 collection called “The Wandering Poet,” which was inspired by her recent travels to Turkey.
Located adjacent to similar on-beach boutiques at the same resort which were opened by Ralph Lauren and Melissa Odabash over the past year, the Camilla Beach Boutique will remain open for an extended period and feature seasonal activations, events and special moments planned around key peak-calendar periods.
“Disruptive collaborations have become part of our brand DNA,” said Franks, whose many partnerships have included tie-ins with Disney’s Mickey and Minnie Mouse and Snow White, Universal Studios’ “Wicked” and hit HBO series “The White Lotus,” whose costume designer Alex Bovaird used Camilla clothing across all three of the show’s seasons.
To time with the release of Season Three, earlier this year Franks unveiled a capsule collection that featured prints created in collaboration with Lezio Lopes, the illustrator behind the series’ opening credits. “With each collaboration, we push the boundaries, to challenge ourselves and create something unexpected. This new partnership with Fig Retail and Atlantis, The Palm is an opportunity to stretch outside our comfort zone and create something completely unexpected,” Franks said.
Founded by Franks at Sydney’s Bondi Beach in 2004, Camilla currently operates 31 stand-alone stores in Australia and the U.S — the seventh U.S. location, an outlet store, opened in Orlando this week, one of 10 U.S. boutiques that are slated to open by 2028.
The Middle East is Camilla’s fifth top market after Australia, the U.S., the U.K. and the EU. The brand is already stocked at 24 Middle East wholesale doors, part of its global wholesale footprint of 368 doors across 278 stockists in 55 markets.