Phoebe Philo is one step closer to launch

Phoebe Philo is close to launching her new brand of the same name. Today, the brand, which is set to launch digitally in September, has begun enrolling customers in phoebephilo.comfueling anticipation among her “philophile enthusiast” fan base.

Philo has been largely silent since July 2021, when it announced its return to fashion after a three-year hiatus with a startup brand backed by LVMH, which has a minority stake in the venture.

“Being in my studio and making again was incredibly exciting and fulfilling,” she told BoF at the time. “I am very much looking forward to getting back in touch with my fans and people everywhere. Being independent, being judged and tested on my own terms is very important to me.”

Since then, Philo has built its team, strengthening the design and business aspects of the brand with key employees, including former Asos CEO and McKinsey veteran Patrick Sellen, who began as managing director last May. But the brand’s debut has been delayed more than once.

Philo’s simple, understated revamp of LVMH’s Celine brand led to a hugely successful growth spurt, pushing annual sales from €200m in 2008 to more than €700m in 2017, the year it stepped down.

But launching a luxury startup, without awareness of an existing brand and major retail infrastructure, is a difficult proposition, even for top designers like Philo.

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Phoebe Philo sets digital debut in September

The social media shy celebrity designer has launched an Instagram account and will be revealing her first collection under her name via Instagram phoebephilo.com.