The designer released 150 pieces online on Monday, with two more drops promised in the future.
Six years after she left her post as the creative director of Celine, two years after initially announcing plans to start her own brand, and three months after releasing a sign-up for orders this past July,
On Monday, those who entered their information all those months back for updates on the designer’s upcoming line were greeted with an email. The subject line? “Phoebephilo.com is now open.” Like a feminine oasis in a dry desert of male creative directors, the patron saint of wearable clothes with a point of view had finally returned. A click on the link confirmed the news: visitors to the site were greeted with campaign images, stark with Philo’s name in bold red.
While many designers would have launched their new brand with a world tour and flourish of press—or, at the very least, a runway show—that has never been Philo’s way. It also wasn’t necessary. Philophiles have been waiting for this drop for what feels like a lifetime; the designer should have no problem in the sales department. Already, pieces are selling out, and the brand has stated they plan on “producing notably less than anticipated want.
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