Camilla’s boutique doesn’t impose itself; it invites discovery. The light filtering through the windows is soft, almost Nordic, illuminating pieces chosen with a care you can sense even before you touch them. Simple is a place that speaks quietly, yet with rare clarity: clean lines, materials that tell a story, colours that don’t chase the seasons but move effortlessly through them.
Camilla welcomes me as she adjusts a tightly woven knit; the gesture is natural and precise, as though her selection were an extension of the way she sees the world. And this is where our conversation begins.
What is your philosophy when it comes to selecting brands?
“We choose, first and foremost, what we genuinely like,” she says, running her fingers along an inner seam as if testing its integrity. “Pieces we can picture our customers wearing, pieces that feel authentic and aligned with our idea of style.” As she speaks, she picks up a jacket and holds it up to the light: she isn’t looking for flaws, but for character. “We look for brands with a strong identity, capable of combining quality, innovation and a kind of beauty that isn’t fleeting. I want every piece to have a purpose—not simply to be ‘fashionable’, but to have something to say.”
Camilla moves towards a display of lightweight down jackets, brushing her hand over them as if assessing how well they might live outdoors. “Livigno’s style is deeply connected to the mountains,” she says. “It needs to be practical, but refined at the same time.” Then she picks up a cashmere sweater and folds it slowly, almost affectionately. “It’s an understated kind of elegance, built around pieces that are functional yet sophisticated, never excessive. People here live the mountains every day: they need something that fits naturally into everyday life, without compromising on quality.”
Cosa significa per te “eleganza consapevole”?
«È un’eleganza che nasce da scelte attente», risponde, appoggiandosi al bancone come se volesse alleggerire il peso della parola “consapevolezza”. «Capi di qualità, non troppo legati alla stagionalità, che restano nel tempo.» Poi sorride, un sorriso breve ma sincero. «Significa acquistare con intenzione, privilegiando ciò che ha valore reale, sia estetico che qualitativo. Non serve avere tanto: serve avere ciò che parla di te.»
What does “conscious elegance” mean to you?
“It’s an elegance that comes from thoughtful choices,” she replies, leaning against the counter as if to lighten the weight of the word “conscious.” “Quality pieces that aren’t too tied to seasonal trends, pieces that stand the test of time.”
Then she smiles, briefly but sincerely. “It means buying with intention, choosing things that have real value, both aesthetically and in terms of quality. You don’t need to own a lot; you need to own what speaks to who you are.”
What role does sustainability play in your work?
“Sustainability isn’t a trend for us,” she says as she arranges a row of sweaters with an order that feels natural rather than imposed. “It’s a principle that has always guided us.” She pauses for a moment, as if searching for a tangible example. “We favour Made in Italy pieces, high-quality materials and, whenever possible, brands that operate with respect for the environment. For us, choosing to offer a style that isn’t fleeting is also a very tangible form of sustainability.”
Who is the customer who identifies with Simple?
“It’s someone who looks for an authentic, understated style,” she says, gesturing towards a palette of neutral colours. “Someone who appreciates quality, discretion and a practical kind of elegance—suited to everyday life, yet with a distinctive touch.” Then she adds, almost confidentially: “It’s someone who doesn’t feel the need to prove anything, but who immediately recognises a well-made piece.”
Which piece best represents your boutique?
Camilla picks up a sweater and lifts it slightly, the way you would handle something you know well. “An essential yet timeless piece,” she says. “A beautifully constructed sweater, a clean-cut yet substantial T-shirt, or a great pair of Sentier boots that never go out of style.” Then she carefully sets it down. “Something that looks simple at first glance, but once worn reveals character, quality and genuine attention to detail.”
How is the way we shop changing?
“There’s greater awareness: people are buying less, but buying better,” she says, watching a customer enter the boutique and thoughtfully run her hand over a coat. “People are looking for pieces that will make sense over time, and they increasingly appreciate the value of quality, provenance and the relationship with those who select and offer them.” Then she turns to me. “In Livigno, local retail is a real strength. It’s what makes the destination distinctive and recognisable compared with other mountain resorts.”
What does it mean to run a business in such a unique valley?
“It means working in a very special environment,” she says, folding her arms as if to contain the intensity of her answer. “The pace is intense and often relentless, as you would expect in a tourist destination that rarely slows down.” Then she relaxes, leaning against a shelf. “It’s a constant challenge, demanding at times, but also inspiring. It pushes us to stay dynamic, present and attentive, offering a consistent, high-quality selection every day—one that speaks to an international clientele without losing our Italian flair.”
How do you see Alpine style evolving?
Camilla looks out through the shop window towards the street, as if searching for the answer in the people passing by. “I see it evolving towards an increasingly refined balance between functionality and aesthetics,” she says. “Elegant, versatile pieces designed to be worn both in the mountains and in urban settings, without losing their identity.” Then she adds, with measured enthusiasm: “The Olympics have brought greater visibility to Livigno. We hope to welcome an increasingly international clientele and new influences that will make Alpine style even more contemporary.”
As the interview comes to an end, Camilla returns to moving among the clothes with the natural ease of someone who truly inhabits her space. She picks up a sweater and adjusts it with a light, almost instinctive gesture, the way you handle something you’ve known forever.
The afternoon light streams diagonally through the windows, brushing against the fabrics and revealing textures that speak of wool, craftsmanship and the mountains. Outside, Livigno moves at a faster pace: the footsteps of those who live here, the silhouette of the peaks, the crisp mountain air shifting as the hours pass. Inside, everything seems suspended in an Alpine balance of simplicity and care, thoughtful choices and a beauty that has no need to make noise.
As I leave, Camilla is still studying a detail, as though every day brings something new to understand, something to choose with greater intention. And perhaps that is precisely what makes her boutique different: the sense that style here is a gesture born from the mountains and returning to them, without ever betraying their essence.