Phoebe Philo unveils new pieces on her e-shop

Phoebe Philo is stepping back into the limelight following the resounding success of the launch of her debut collection. On October 30, the British designer made a grand comeback after nearly six years of absence, unveiling the first creations of the new eponymous house. She announced the arrival on November 28 of a fresh range of pieces on her e-commerce platform, once again sparking feverish anticipation among fashion enthusiasts.

Though the exact inventory per item remains undisclosed, judging by the rapid depletion of stock during the initial launch, a similar success rate is anticipated, despite the particularly high price points. 

Phoebe Philo has struck a chord with coveted accessories such as the MUM necklaces that flew off the shelves, along with impactful ready-to-wear pieces, all while remaining wearable. Notably, her garments, characterized by minimalist aesthetics and contemporary designs crafted from luxurious materials, ride the current trend of discreet luxury, focusing on timeless apparel, bags, shoes, and accessories like glasses and jewelry.

In a matter of hours, three-quarters of the pieces were already sold out. Even today, three weeks later, only about a dozen products remain available on her website, a fraction of the slightly over 100 initially offered. These include items like glasses priced at 580 euros, a dahlia-shaped organza brooch made of 100% polyester from Madagascar at 850 euros, stiletto-heeled ankle boots for 1,400 euros, and considerably more expensive pieces like a viscose mesh dress covered in sequins retailing at 14,000 euros or a fully fringed leather jacket offered at 8,900 euros.

Phoebe Philo deliberately shuns the terms ‘season’ and ‘collection’ from her vocabulary, opting instead for ‘editions.’ Her first edition, named A1, comprised 150 models, with about 100 introduced in late October. Towards the end of November, a smaller new selection is set to land on her e-shop. This release will be followed by a third and final delivery in the coming months. The second edition, A2, is slated for the spring.

The brand, backed by LVMH, which holds a minority stake, has embraced a sustainable commercial approach by distributing a limited number of products exclusively through its e-commerce platform. During its launch, the company explained its focus on “the material issues of overconsumption, waste, and the fashion supply chain. Phoebe Philo’s business model is designed to create a responsible balance between production and demand. For us, this means producing significantly less than what is expected of us.” This approach not only tackles sustainability but also enhances the desirability of its offerings.