Yahoo Lifestyle Phoebe Philo Launch Generates $7.6 Million in Media Impact Value
Phoebe Philo’s debut collection, with its $8,000 handbags and dresses, definitely drove buzz online, according to a report from Launchmetrics.
The collection sold quickly — and conversations surrounding Philo’s namesake brand debut generated a total of $7.6 million in media impact value in one week, Launchmetrics said Wednesday.
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Considered the most anticipated collection of 2023, Philo’s line was praised by celebrities and influencers online. Rosie Huntington-Whiteley scored the top placement after sharing an image on Instagram worth $248,000 in MIV. The data was collected online and on social media between Oct. 30, launch day and Monday.
With a reputation that precedes her — the designer succeeded Stella McCartney as Chloé’s creative director in 2001 and became creative director of Celine in 2008 — Philo’s collection quickly proved to be a sales hit. Around 24 hours after its launch, more than two-thirds of the offering was already sold out.
Philo’s independent collection was announced in July 2021 with LVMH Moët Hennessy Louis Vuitton as a minority investor. After two years, she unveiled her first pieces to press on Oct. 27 during one-on-one appointments in London. “Some might categorize these largely unadorned, at times monastic clothes as quiet luxury. The colors didn’t move much beyond black, white, olive and oxblood, and prints were almost nonexistent. Yet they were far more interesting and hardly quiet, with each garment sheltering some sly, subversive surprise or edgy detail,” WWD wrote in a review.
Philo’s new signature brand debuted with 150 styles, covering ready-to-wear, footwear, handbags, jewelry and eyewear. Most of the collection is manufactured in Italy. Retail prices range from $1,100 shoes to $25,000 shearling jackets. The second edit of the collection will debut in spring 2024.
Launch Gallery: Phoebe Philo's first designs under her new signature label
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