Phoebe Philo is on the move again, and this time, she’s stepping off the digital runway and into the physical realm. After selling out her long-awaited comeback collection in 2023 via her online-only label, the British designer is now ready to bring her collections to select brick-and-mortar stores across Europe and the U.S., proving that exclusivity doesn’t have to be limited to the digital sphere.
Kicking things off this fall, Philo’s third “Edit” is set to land on September 10, with her coveted designs making their way into some of the chicest retail spaces on the planet. Think 10 Corso Como in Milan, Dover Street Market in London and Paris, Bergdorf Goodman in New York, Maxfield and Neiman Marcus in Los Angeles and The Webster in Miami. It’s a curated list of locations that mirrors the thoughtful and intentional nature of Philo’s brand and her aesthetic.
This marks a significant evolution for the LVMH-backed label, which thrived on its direct-to-consumer, online-only model up until now. The limited-edition drops, released with a whisper of exclusivity, had a certain charm, drawing in the Philo faithful and new fans alike. However, as exciting as those digital launches were, there’s something inherently irresistible about walking into a store, brushing against the fabrics, and seeing the craftsmanship up close. And Philo knows it.
Philo’s choice of retail partners is not a haphazard scattering of her brand across high streets. Instead, it’s a carefully curated selection that aligns with her brand’s ethos, offering shoppers the immersive experience her brand deserves. From the conceptual cool of Dover Street Market to the luxe sophistication of Bergdorf Goodman, each location has its ownunique style, a kindred spirit to the Phoebe Philo aesthetic, ensuring the brand’s integrity is maintained.
While this expansion marks a new chapter for Philo, it’s important to note that the brand is not moving away from her digital roots. Phoebephilo.com will continue to be the exclusive online platform for the label, serving customers in the U.K., Europe, and the U.S. This ensures that all her fans, regardless of their location, can continue to engage with her brand.
As Philo wades deeper into the world of physical retail, it feels like the perfect next step for a designer who’s always had a keen sense of what her audience wants before they even know it themselves.
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