If any one of us hears the words quiet luxury again, our eyes may well roll into the backs of our skulls. And yet, with the continued adoration of brands such as The Row, Brunello Cucinelli and Loro Piana, it’s clear that pared-back design has become the purest expression of luxury — no prefix required. It should come as little surprise, then, that another minimalist label is enjoying a similar groundswell of success: Phoebe Philo. And this year looks set to take the brand from strength to strength.
In just two years of trading, the label has reportedly tripled its sales, forecasting revenues of more than £32 million, according to Business of Fashion. No small feat for a fledgling brand. The strategy? A digital-first model that initially focused on cultivating a highly engaged email list — a smart move, given Philo’s devoted following from her time as creative director at Celine and Chloé.
