Phoebe Philo Spring 2024 Digital Ad Campaign

Review of Phoebe Philo Spring 2024 Digital Ad Campaign by Creative Director Phoebe Philo, Photographer Jules Moskovtchenko, Tyrone Lebon with models Sandra Hüller, Bebe Parnell, & Jessica Miller

Continuing to flex her brand’s one-of-a-kind combination of massive clout and total nonchalance, Phoebe Philo has announced the online arrival of her second collection, “A2,” via her go-to channels: Instagram and email newsletter.

The launch of the new collection, which forms a continuous body of work with her first, also continues the elusive designer’s practice of eschewing runway shows and the fashion calendar altogether. While a small group of editors was invited to the brand’s London headquarters for an in-person preview a few days ahead of the launch, the collection’s arrival at its online store also marks the first time the public will be able preview the collection.

This means the imagery has to pull triple duty and fill the roles of runway show, ad campaign, and shoppable lookbook. Once again, the team has risen to the occasion. Minimal, spontaneous, and with just a touch of the erotic, the aesthetic approach forms the perfect showcase for Philo’s masterful and mature vision that brings inimitably artful sophistication to all of the wearable yet unique, expressive pieces she creates.

Bringing a more distinct sense of personality to the collection this time around is actress Sandra Hüller, who recently earned an Oscar nomination for her work in Anatomy of a Fall, as well as delivering a mesmerizingly sinister performance in Zone of Interest.

As if to further emphasize its distance from the noise of the fashion industry and the luxury of independence it commands, the brand scrubbed its Instagram account the morning of the campaign launch. It replaced what had been with just three new posts featuring the imagery of the new collection. Meanwhile, it sent an email to its many newsletter subscribers that simply read: “Second edit, first delivery—now available on phoebephilo.com.”

Philo is brilliantly capitalizing on the huge status she has earned with her past runs at Céline and Chloé (while also circumventing the typical industry approach of these established brands) by her direct digital approach to marketing communications. While those who were impatiently anticipating or missed out on the first release may be frustrated that she seems totally unconcerned with keeping a consistent or predictable schedule, that is in fact one of the brand’s greatest assets: the luxury to do things its own way.