Pheobe Philo's collections soon to be available in store

At the beginning, it was limited to a newsletter, a minimalist announcement on social media, a few images that echoed the aesthetic for which it was known years before, with faces like Daria Werbowy leading the sneak peek of the first collection. Then it announced the "edits", not the shows, nor the drops, but cautious sales of a selected line of items, sometimes shot with an iPhone by Phoebe Philo herself (as reflected in a pair of sunglasses from the first edits). Phoebe Philo's grand return to the fashion industry came in the year of quiet luxury; like the trend, while trying not to be noticed, it made an incredible splash, falling into the arms of influencers and fashion victims who were waiting for nothing more than the rise of a "new" aesthetic to worship. With 1 million interactions on Instagram and 9.1 million views on TikTok, the designer's return was one of the most anticipated events of 2023 for the fashion industry, despite - or perhaps because of - the brand's inaccessible prices and Philo's complete lack of public appearances. It seemed that the system was working, that it was easy for Philo to launch a new edit and reach sold out status within a week; however, the brand has now announced that it will be landing on the shelves of some of the most famous stores in the world, including 10 Corso Como in Milan. 

Starting from September 10, almost a year after the brand's launch, Phoebe Philo will diversify its distribution channel by complementing the edits on the official website (no other platform is currently designated for sales) with collaborations with some fashion stores. The ready-to-wear lines, accessories, and shoes from the former creative director of Celine and Chloé will be available for purchase in selected stores around the world, including Dover Street Market in London and Paris, Bergdorf Goodman in New York, Maxfield and Neiman Marcus in Los Angeles, and The Webster in Miami. The brand's approach will continue to be non-seasonal, so that Philo's clients can always be equipped - whether for a trip to Venice Beach or a weekend in Vermont.