Have you signed up for Phoebe Philo's new website yet?

Phoebe Philo, the name of the start-up by the former creative director of Chloé and Celine whose website has just opened for registrations, will be anything but mainstream. Since announcing her return to the artistic direction of a brand last February, Philo has been communicating with her forthcoming customers through blacked out posts and concise sentences. What she will present in September, although it will be able to count on a small investment from LVMH, does not seem to be a simple collection, but an entire rewriting of the rules of contemporary fashion. While among luxury brands, designers alternate like beads on a rosary, and CEOs announce their moves as if they were influencers, the creative director who years ago introduced us to a new concept of minimalism and elegance, leading to the formation of a fanbase of the Philophiles, prefers to act away from the spotlight.

But will Phoebe Philo's brand manage to stay undercover, while the whole world seems to be already interested in this new launch? According to Instagram and Twitter, online registration has garnered signatures from all over, and not just from those who will actually be able to afford Philo's garments - everything from the graphics on social media to the emails we got when we signed up hint at an unattainable luxury brand, The Row style. «Y'all take klarna?» asks one of the comments below Philo's latest post.