In a market where softness is often mistaken for simplicity, Camille Escudero sees something else entirely. To her, softness is not passive. It is intentional. It is engineered. It is strategic.
As the founder of Lily of the Valley, the Filipino innerwear brand known for its inclusive and functional designs, Escudero has built a company that feels gentle on the skin but is grounded in discipline, systems thinking, and deeply held values. Her approach combines comfort, infrastructure, and long-term strategy, positioning the brand as more than just an innerwear label in the Philippines.
A Structured Beginning in Technology and Leadership
Before launching Lily of the Valley in 2019, Escudero spent over a decade working in information management, compliance, and technology-driven roles. With a background in Computer Science and Information Technology, further studies in sustainable business and responsible leadership through the Swedish Institute, and entrepreneurship training at Cornell University, she did not enter the intimate wear space casually. She entered it with structure.
Her transition from technology and compliance to women’s innerwear may appear unconventional, but it reflects a deliberate pivot rooted in systems thinking. Escudero applied the same analytical discipline and operational rigor from her previous roles to building a brand centered on comfort, accessibility, and inclusion.
“I’ve always believed that comfort is strategic,” Escudero shares. “When women feel supported, they perform differently. They lead differently. They make decisions differently.”
This philosophy became the foundation of Lily of the Valley. Rather than treating comfort as an aesthetic feature, she positioned it as a functional advantage that impacts confidence, productivity, and leadership.
Building Inclusive Innerwear for Real Lives
Under her leadership, Lily of the Valley has grown into more than an innerwear brand. The company designs functional pieces for menstruators, mothers, trans and queer individuals, seniors, and people with mobility needs. Every seam and silhouette is informed by lived experience and real-world feedback.
The brand’s product range includes nursing-friendly bras, period underwear, and adaptive fits for changing bodies. Each design decision reflects an understanding that women and gender diverse individuals experience different life stages and physical realities. Rather than designing for a narrow ideal, Lily of the Valley builds for the full spectrum of users.
Escudero’s approach highlights inclusive design, accessibility, and dignity. Comfort is not treated as a luxury but as a baseline requirement. By listening to community feedback and prioritizing real functionality, the brand addresses gaps often overlooked in mainstream intimate wear.
Advocacy Beyond Product Design
Escudero’s work extends beyond product development. She is also an advocate for menstrual equity and gender inclusive workplace policies. Through workshops, policy discussions, and public speaking engagements, she leads conversations on cycle-synchronized leadership and inclusive corporate strategies.
Her advocacy bridges a gap that many organizations still overlook: the intersection of health and productivity. By connecting menstrual health, workplace inclusion, and leadership performance, she reframes what support systems inside companies can look like.
Her leadership journey reflects a rare combination of technical rigor and emotional intelligence. As former President of BPW Makati and Founding Chair of the Sweden Alumni Network Philippines, she has operated at the intersection of business, policy, and advocacy. These roles demonstrate her ability to navigate corporate structures while championing social impact.
Redefining Strength Through Softness
In an industry often driven by aesthetics, Escudero has chosen to prioritize infrastructure. For Lily of the Valley, comfort is not just about fabric. It is about dignity. It is about access. It is about building systems and products that recognize the full spectrum of women’s lives.
By embedding systems thinking into design, operations, and advocacy, she has created a brand framework that challenges traditional perceptions of strength. Softness, in her world, is not a weakness. It is a framework.
And in that framework, she is quietly reshaping what strength looks like.
