Since announcing the upcoming launch of her eponymous fashion brand in February, Phoebe Philo has been discreetly working on the label's debut collection, set to be delivered this September. In anticipation of the release, the former Celine designer has now officially opened her brand's website for registration.
Philo shared the news on her Instagram, posting a black title card stating, "phoebephilo.com is now open for registration," without any additional caption. Although the website is still minimalistic, it invites visitors to sign up for "news and further updates" by providing their title, first name, last name, and email. As per a report in June, Philo's highly-awaited return to fashion will feature a signature line comprising over 150 pieces, spanning ready-to-wear, leather goods, jewelry, eyewear, and footwear. Notably, former Canadian-Ukrainian model Daria Werbowy, a familiar face from Philo's Celine campaigns, will be the label's brand ambassador.
Philo initially announced her comeback in July 2021, stating her intention to establish an independent fashion house, with LVMH Moët Hennessy Louis Vuitton on board as a minority investor. She emphasized that the brand would be centered on exceptional quality and design, expressing her eagerness to reconnect with her audience and people worldwide, and the significance of being independent and able to experiment on her own terms.
In 2022, Philo appointed Patrik Silén, formerly associated with McKinsey & Company and later serving as the chief strategy officer at ASOS in the UK, as the brand's chief operating officer. She also added a denim designer and workshop lead from Balenciaga, along with a human resources director from Burberry to her team.
Philo's brand is scheduled to launch in September, exclusively through the aforementioned website, with initial shipping available in the U.K., Europe, and the U.S. Interested individuals are encouraged to register on the website now.
