CONNECTING
WITH THE
MODERN
WOMAN.
More than clothing. A mission-driven fashion brand centered on celebrating women's influence at all ages and placing ethics at the core of the industry.
THE CHALLENGE
The story of AMILLI started during the pandemic when Karla sought to reconnect with her sister Bruna, a fashion designer. What began as family conversation quickly evolved into something bigger.
As discussions progressed, we uncovered greater purpose and alignment with Headcase core values. The fashion industry had problems that needed solving. Women's influence and beauty weren't being recognized or celebrated at all ages. Ethics weren't living at the core of fashion business models.
The challenge was building a fashion brand from scratch that could address these issues while succeeding commercially. Creating products that were classic, sophisticated, and well-cut. Crafted in quality fabrics. But also mission-driven and values-aligned from day one.
THE APPROACH
We developed a business and brand mission centered around two guiding principles that live at the heart of strategy and brand identity.
First: A world where women's influence and beauty is recognized and celebrated at all ages. Fashion shouldn't have age limits. Style shouldn't expire at 40 or 50 or 60.
Second: A fashion industry where ethics live at the core. From sourcing to production to labor practices, AMILLI would prove you can build a successful fashion brand without compromising values.
The approach required almost two years of R&D, brand and product development. We established showrooms in Paris and London. Built e-commerce infrastructure. Planned and executed a launch event in Dublin in November. Every step reinforced the mission.
THE WORK
Brand Strategy & Product Development
Two years of intensive R&D created a brand foundation built to last. Product development focused on quality fabrics, sophisticated cuts, and timeless design. Classic pieces that women of all ages would want to wear and keep wearing.
Brand strategy placed purpose at the center, not as afterthought. Every decision from materials sourcing to production partners to pricing reflected the core values. Ethics weren't marketing. They were business fundamentals.
International Launch & Route to Market
Showrooms in Paris and London established AMILLI's presence in key fashion capitals. E-commerce infrastructure created direct connection with customers. The Dublin launch event introduced the brand to Irish audiences with credibility and impact.
Response from consumers, industry, and core target audience was incredible. With Headcase support and growing advisory, the business entered an exciting partnership and international route to market phase.
THE RESULTS
AMILLI received incredible response from consumers, industry, and core target audience. The brand proved that fashion built on purpose and ethics could succeed commercially.
Women responded to the mission. They wanted clothing that celebrated them at every age. They wanted to support brands with values aligned to their own. AMILLI gave them both.
The business entered an exciting partnership and international route to market phase. What started as pandemic-era family conversation became a fashion brand with showrooms in Paris and London, growing customer base, and clear vision for expansion.
AMILLI demonstrated what Headcase brand strategy and incubation experience can deliver. Not just marketing support. Full business building from concept to market-ready brand with international reach.
“It's about more than clothing. It's about connecting with the modern woman and highlighting her role in today and tomorrow's world.”
— Karla O'Donnell, Co-Founder, AMILLI
“Classic, sophisticated and well-cut. Crafted in quality fabrics.”
— Brand Mission, AMILLI