There’s nothing like a looming 10-year anniversary to inspire something new and exciting from a fashion brand. For Camilla and Marc Freeman, who are preparing to celebrate a decade in business, they saw the milestone as the perfect time to introduce a new (diffusion) line to the brand – C&M camilla and marc.

Once only a swimwear brand, C&M camilla and marc will now be expanded to a full apparel offering, including denim and swimwear. While Camilla Freeman-Topper’s design signature of relaxed sophistication is evident throughout the looks, the new line offers a more accessible aesthetic with a notably younger appeal.

“We felt there was a space in our brand, but also in the market, to introduce a line that was more of a sister line to camilla and marc,” says Freeman-Topper.

Inspired by the US music festival, the spring-summer 2013 collection is entitled Coachella Valley. The first season of C&M camilla and marc will feature fun prints such as star, shell and parrot, and fitted silhouettes in a bold and uplifting colour palette. Of her inspiration, Freeman-Topper says: “It’s about being around friends; we kind of see it as though great moments in life are marked by all the senses being touched. Great music, beautiful clothes, friends – bringing all those elements together.”

Despite using high quality fabrics (including some beautiful leather pieces) and design features, C&M camilla and marc is priced with the younger market in mind. At entry level there are jersey tops for $99 and no garment is priced at more than $400.

Designing the collection has been nothing but fun for Freeman-Topper. “I never thought I would enjoy it so much! Working with new fabrics and colours, it’s been a great experience.” She can’t pick just one garment when I ask for her favourite piece, instead selecting three. “The star print trouser, the shell print denim dress and the parrot denim jeans.”

As camilla and marc mainline continues to build on its loyal following, C&M camilla and marc presents an opportunity for the brand to diversify. According to Freeman-Topper the future is looking very bright indeed. “Our international growth is in a really great place at the moment, and no doubt this will continue to grow over the next 12 to 18 months. Celebrating our 10 years will be really special, it’s a really big deal for us.”

C&M camilla and marc is available now at camilla and marc boutiques, online and at David Jones stores nationwide.