Phoebe Philo’s eponymous brand gets closer to launch

It may only be a few words, but the line that “phoebephilo.com is now open for registration” on Instagram and on the site itself has excited plenty of interest as the former Chloé and Celine creative chief’s own brand finally looks set to launch.

The Instagram post first appeared late on Thursday and by now has almost 45,000 likes,. although by the time anyone reads this, the figure is likely to be much, much higher as the account has several hundred thousand followers.

The first collection is expected to appear and be available to buy in September with Philo fans having been eagerly awaiting its debut since it was first announced as much as two years ago.

Admittedly, the pandemic will have got in the way since then, perhaps delaying its appearance. 

So far, we know little about what it will involve, but we do know that it has backing from LVMH (as does her former boss/partner at Chloé, Stella McCartney).

Philo was creative director of Celine for a decade until 2018 and her collections were among the most eagerly anticipated at Paris Fashion Week. 

She was at Chloé from 1997 to 2006 and in both roles she was known for creating looks that both stood out but were utterly wearable.