For entrepreneurs Ángeles and Helena, the priority of a garment must be to make you feel beautiful. Fashion inspires, but it never overrides the importance of a design that flatters, slims, and highlights the best of you.
Fifteen years ago, sisters Ángeles and Helena Aldea decided to put their professional careers (in economics and journalism, respectively) on hold and embark on the adventure of entrepreneurship in their true passion: fashion. This is how Capriche came about, a small multi-brand boutique in Alicante that very soon needed to grow and expand its space.
With the 2009 crisis, they boosted online sales, and during the pandemic, Camaleónica by Capriche, their ready-to-wear brand, was born, resulting from analyzing and studying what their customers were looking for.
Camaleónica is a brand that encompasses ALL styles with which a woman can feel identified. Its mission is to be a "great wardrobe" where you can find, depending on the occasion and mood, a garment that makes you feel beautiful and empowered. The most common feedback from customers is that they feel beautiful and confident in the clothes. This is the result of exhaustive sampling work on high-quality designs and materials, as Ángeles and Helena repeat and repeat the samples until the final garment is a second skin.
They started with a collection of 33 designs in their first campaign and today they offer more than 200 different items per season.
Their main outfit, always present in all collections, is the asymmetrical dress and its combination with boots. The evolution and variety of patterns make it easy for all women to find that garment that suits them. Camaleónica has managed to create designs that fit everyone's style, whatever their personality, body type, and the occasion. And of course, strength and color, lots of color captured in beautiful and eye-catching prints also designed in-house. All manufactured with a variety of high-quality fabrics and trimmings, as well as their renowned embroideries and customizations. But perhaps, one of the most attractive features for customers is its excellent value for money, which makes it a luxury brand affordable for all audiences.
Camaleónica's rapid growth has led it to reach 100 points of sale throughout Spain and Portugal in less than 3 years.
They are well aware that the journey has only just begun and they have many projects in mind for 2024. This year they have already landed in Egypt, the Czech Republic, and England, and they plan to continue conquering Europe and crossing the Atlantic.