Fans of fashion rejoice! The long-awaited date for Phoebe Philo’s return to the business has been set. A brand Instagram suddenly appeared (with her name in a serif logo for those keeping score), and it had just one post announcing the launch of the new collection in September 2023. Another illustration of how designers are deciding to participate on their own terms inside the established frameworks of their business is the revelation that Philo is launching a direct-to-consumer brand.

The website will “open for registration” in July, perhaps as a security measure to prevent bots from stealing what are certain to be highly sought-after items for the ardent fans who have been anticipating her distinct vision of womenswear since she left her position as creative director of Celine in 2017.

We are overjoyed that the renowned British designer has officially revealed the launch date of her long-awaited eponymous line.

Philo has finally made public the reveal date, over two years after she first revealed she would be starting her own clothing brand under the name Philo. On February 9, Philo announced on Instagram saying, “Our inaugural collection will be revealed and available on our website, phoebephilo.com, in September 2023. We will be opening for registration in July 2023 and look forward to being back in touch then.”

Phoebe Philo is aware of what women desire. The British designer revived two dying fashion houses from 2001 to 2017 with great success and repeatedly established what was fashionable in womenswear. She developed into the fashion industry’s most renowned expert when it came to dressing the modern lady throughout her five-year stay at Chloé and ten-year stay at Céline. During fashion week, her catwalk presentations drew top street style stars and photographers alike. With her clothes and accessory line Phoebe Philo Studio, which is “based in excellent craftsmanship and design,” the designer is now formally making a comeback.

From 2001 to 2006, Philo’s time at Chloé revolutionised womenswear. The easy bohemian femininity and a modern twist on leather goods captured the attention of the fashion world. The enormously popular 2005 Paddington, which improved Chloé’s sales by 60% globally and 80% in the US, was the French fashion house’s first It bag under Philo. That is, until Philo resigned in order to return to London and visit his family.

Philo gave birth to her second kid during this time. The designer is accustomed to juggling motherhood, family, and a thriving profession in Paris while living in London, and women like her in part because of her commitment to her family. Her approach to pregnancy is evident in the clothing she creates, and it influences her design choices in a way that inspires women to accumulate a wardrobe rather than follow fads. Philo created wearable, believable daywear into a uniform for busy women all across the world because she values style but values her family even more. As soon as she started working at Céline, Philo decided against the house’s Fall/Winter 2012 exhibition in favour of a presentation in Paris because she was expecting her third child. The decision to cancel a highly anticipated fashion show may have caused avalanches of collateral harm for many houses, but as the women who shopped Céline could confirm, it really boosted Philo’s brand.

From 2008, when Philo was appointed to lead LVMH’s Céline as creative director, till her last day in 2017, everyday womenswear reflected the brand’s back-to-reality sophistication, streamlined designs, and muted colour scheme. Nearly ten years of fashion were ruled by her sleek style, which won her a devoted following of “Philo-philes,” as the fashion world refers to them. Purchases of “old Celine” products increased when Hedi Slimane took over the company in 2018 and eliminated the accent—Céline is now Celine—along with the growth of the tribute Instagram feed @oldceline.

After a few seasons without Philo, speculation that the designer would be making a comeback started to circulate in the summer of 2020. Many people believed Philo would come back to work as the creative director at Chanel or Alaa, but as of today, according to Business of Fashion, Philo is back with her own brand. A minority interest in the new business has apparently been acquired by luxury conglomerate LVMH, giving the British designer discretion. ” We are so excited to get our hands on her new revolutionary designs.

“Being in my studio and getting back to drawing once again was exciting and incredibly fulfilling,” Philo said in a shared statement with BoF. “I can’t wait to get back in touch with my audience and the people who have followed me. To be independent, to govern and experiment on my own terms is extremely meaningful to me.”