New Details Emerge About Phoebe Philo's New Brand

Almost two years after Philo announced she was launching her own namsake clothing line, she finally publicized the reveal date. On February 9, Philo posted on Instagram saying, "Our inaugural collection will be revealed and available on our website, phoebephilo.com, in September 2023. We will be opening for registration in July 2023 and look forward to being back in touch then." 

Now, we have some more details about the brand as we get closer to that highly-anticipated day in September. According to reports, we can expect a wide-ranging collection with 150 styles available upon release, from ready-to-wear to leather goods and footwear. Also, the brand has Daria Werbowy set to be the face of the brand, a model who had previously been featured in some of Philo's campgaigns with Céline. 

Phoebe Philo knows what women want. From 2001 to 2017, the British designer successfully resuscitated two dying fashion houses and defined desirable womenswear a dozen times over in the process. During her five-year stint at Chloé and 10-year tenure at Céline, she became the fashion industry’s most revered authority when it came to dressing the modern woman, and her runway shows attracted top street style stars and photographers alike during fashion week. Now, the designer is officially making a comeback with her Phoebe Philo Studio brand, a clothing and accessories label "rooted in exceptional quality and design." 

Philo's 2001 to 2006 tenure at Chloé defined womenswear. Fashion at large was captivated by the effortless bohemian femininity and a fresh take on leather goods. Under Philo, the French fashion house released its first It bag: the massively successful 2005 Paddington, which increased Chloé’s sales by 60 percent worldwide and 80 percent in the United States. That’s until Philo stepped down to move back to London and spend time with family.

During this time, Philo gave birth to her second child. The designer is no stranger to balancing motherhood and family in London with a bustling career in Paris, and her dedication to family is part of the reason why women love her so much. Her approach to maternity shows in the clothes she makes and informs her design decisions in a way that encourages women to build a wardrobe rather than give into fleeting trends. As a woman who cares about style but cares about her family even more, Philo fashioned wearable, believable daywear into a uniform for busy women around the world. Once she began her career at Céline, Philo canceled the house's Fall/Winter 2012 show due to her pregnancy with her third child, opting for a presentation in Paris instead. While many houses might have dealt with avalanches of collateral damage from canceling a hyped-up fashion show, this decision strengthened Philo's brand even more as the women who shopped Céline could attest.

From Philo’s appointment as creative director of LVMH’s Céline in 2008 to her last days in 2017, everyday womenswear looked like Céline: back-to-reality sophistication with streamlined silhouettes and a tonal color palette. Her sleek aesthetic ruled through nearly a decade of fashion, gaining her a loyal fan base of “Philo-philes,” as the fashion industry calls them. When Hedi Slimane took over the brand in 2018 and dropped the accent—Céline is now Celine—purchases of “old Celine” items surged with the rise of the tribute Instagram page @oldceline.