Inside Camilla Pihl’s Universe of Modern Femininity
image courtesy Camilla Pihl
From digital tastemaker to creative director, Camilla Pihl has built a brand rooted in timeless design, conscious choices and a calm, confident approach to style.
Intimate is perhaps the best way to describe the atmosphere when Camilla Pihl was welcomed onto the Swedish market. With close to 60 guests from across Scandinavia gathered to celebrate, the moment felt both personal and significant, a reflection of a brand that has grown from a digital presence into a recognized name in modern Nordic fashion and beauty.
Founded in 2018, CAMILLA PIHL has become synonymous with effortless femininity, understated confidence and a lifestyle that extends beyond clothing. Odalisque Magazine sat down with Camilla to talk about her journey from influencer to entrepreneur, the philosophy behind her brand universe and what continues to inspire her creative direction.
What originally inspired you to launch CAMILLA PIHL back in 2018?
The idea grew quite naturally over time. After many years working with fashion from the outside, I felt a strong need to create something more permanent – a brand built on values I truly believed in. I wanted to design clothes I personally missed in my own wardrobe: timeless pieces with a feminine, effortless feel that could last beyond seasons.
“I wanted to design clothes I personally missed in my own wardrobe.”
You started as a blogger and model before becoming an entrepreneur and designer, how did that journey shape you?
It gave me a very holistic understanding of the industry. I’ve seen fashion from many angles – creative, commercial and personal – and that experience has shaped how I build the brand today. It also taught me the importance of authenticity and long-term thinking.
Nordic simplicity and effortless femininity are core to the brand. How do you translate those values into tangible design decisions?
Through clean lines, thoughtful proportions and subtle details. We focus on pieces that feel easy to wear but still refined – nothing overdone. It’s about balance: softness and structure, femininity and functionality.
“Nothing overdone. It’s always about balance.”
You describe CAMILLA PIHL as more than just a fashion brand, a whole “universe.” What does that universe represent to you personally?
It represents a lifestyle and a mindset. A calm, confident way of dressing and living. For me, it’s about creating something that feels cohesive and personal – where fashion, beauty and atmosphere all connect naturally.
Can you walk us through your creative process from concept to final product?
It often starts with a feeling rather than a specific reference – something intuitive. From there, we develop silhouettes, fabrics and colors, always keeping wearability in mind. The process is very collaborative, but I’m closely involved from the first idea to the final fitting.
How do you choose materials and fabrics, especially those that reflect both quality and sustainability?
Quality is always the starting point. We aim for materials that feel good, wear well and last over time. We work continuously to make good choices – even when it means slower development or tougher decisions.
Have you faced any challenges when integrating sustainability into a young, fast growing brand?
Yes, absolutely. It’s complex, especially as a growing brand. Sometimes the right solution isn’t immediately available. But we see it as a responsibility to keep pushing forward and improving step by step.
“Our customers influence the brand more than people might think.”
Which item from your current collection has the most personal meaning to you?
It’s often the most versatile pieces – the ones I reach for again and again. Items that feel like they naturally become part of everyday life are usually the most meaningful to me.
How do you nurture a community around your brand, and what role do your customers play in shaping it?
Our customers are incredibly important. Their feedback, loyalty and way of styling our pieces influence the brand more than people might think. We try to stay close to them and build something that feels inclusive and real.
What has been the most surprising part of expanding from fashion into areas like Atelier Camilla Pihl and Camilla Pihl Cosmetics?
How natural it felt. It confirmed that the brand universe translates well beyond fashion, as long as it’s done thoughtfully and stays true to our core identity.
What do you see as the core identity of the “CAMILLA PIHL woman,” and how has that changed over the years?
She is confident, modern and grounded. She dresses for herself, not for trends. Over time, she’s perhaps become more self-assured and that evolution mirrors my own journey as well.
“She dresses for herself, not for trends.”
What designers, artists or cultural moments influence you most right now?
I’m often more inspired by atmosphere and culture than specific designers: architecture, art, travel and the way women actually live and move today. And music! Music is maybe my biggest inspo!
The brand has grown rapidly, with boutiques and international distribution. What strategies have been key to that growth?
Staying focused and not expanding too fast. We’ve been careful about choosing the right partners and markets, and about building a strong foundation before scaling.
What is next for the brand, any exciting future categories or collaborations you can share?
We’re continuing to grow the universe in a thoughtful way. There are exciting things ahead, but always with the same focus: quality, longevity and staying true to who we are.
