Camomilla Milano: a fashion leader — and now a unique design brand

Maurizio Distefano Licensing, the independent licensing group founded by one of Italy’s best-known licensing experts, has been appointed to manage the licencing campaign for one of the country’s best-loved and most identifiable fashion brands: Camomilla Milano.

Founded in 1983 in Milan by the husband-and-wife team of Grazia and Maurizio Belloni, Camomilla Milano is a creative and visionary company that designs and manufactures beautiful and highly original fashion accessories for girls and women, ranging from bags and purses to jewellery and hair accessories. The signature colours and style of Camomilla Milano are perfect for a number of new product areas. In fact the brand has already been extended into bedding, food and home décor with very positive results.

The calling card of Camomilla Milano designs has always been floral patterns, beautiful images and romantic pastel colours. Grazia and Maurizio Belloni developed the style in the early 1980s and kept faith with it, even when trends favoured harsher or darker styles. Their faith was amply rewarded.

Today the design style they developed is known throughout Italy, making Camomilla Milano an iconic, instantly recognisable property, and one that is perfectly positioned as a design brand to develop a presence in a number of new categories. This is a versatile brand, whose incredibly popular and instantly recognisable pinks, bows, polka dots and pastels will be highly effective in a number of categories outside fashion.

The girls and women who love Camomilla Milano see the brand as one that allows them to express their dreams, emotions and feelings through a style that isn’t at the mercy of passing trends. It’s a positive image — what you and I might call a feelgood effect. However, it sounds a lot better in Italian as what Camomilla Milano calls the ‘Effetto Buonumore’. It’s a slogan that has resonated with women across Italy and that will be central to the campaign.

Camomilla Milano joins an impressive MDL roster that already includes Animaccord, Jim Henson, Freemantle Media, 4k Media and PGS and a list of famous characters such as Alvin and the Chipmunks, Tree Fu Tom, Yu-Gi-Oh! and Masha and the Bear.

Maurizio Distefano, Founder and Director of MD Licensing, says: “The popularity of Camomilla Milano in fashion has always been down to its beauty, charm, wit and positivity. It’s those qualities that we feel will enhance a number of new categories as one of Italy’s best-loved fashion names expands its reach. We are delighted to be working with this unique design brand.”

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