PhoebePhilo.com

This past year, Phoebe Philo’s namesake fashion brand launched a new e-commerce platform that brings the designer’s highly anticipated collection to global fans.

Work & Co worked closely with Philo and her team to shape the digital-first brand from the ground up. We partnered on concept development, detailed design production, and tech planning for the new website, whose launch paved the way for the new digital-first, luxury brand.

As a new and hotly anticipated brand, Phoebe Philo needed a website that balanced the creative expression of its visual identity with the performance and functionality of a seamless consumer experience. Since the brand was being crafted from scratch, there was no preexisting imagery or brand book to work from; instead, inspiration was drawn from reference imagery to create templates that showcase Phoebe Philo in a distinct manner. It was created to be brand and image forward, and we collaborated to define the typeface and color palette that was infused with confidence and elegance, creating something bold yet classic.

Three core design decisions we focused on were:
Creating an image-forward experience
Prioritizing a flexible framework, allowing for future spontaneity
Focusing on a straightforward shopping experience, designed for limited quantities
The brand aims to stand out by offering customers “high quality materials and craftsmanship, and designs that maintain relevance over time.” Collections are produced in limited quantities to promote sustainability and cut down on waste and overproduction so common in the luxury retail space. Since Phoebe Philo does not operate on the typical fashion calendar, the website is designed to be a living, breathing platform with a design system that is easily adapted to future needs.

Phoebe’s inaugural collection, named A1, sold out almost entirely within 24 hours of the website’s launch in the US, UK, and EU. The day of the launch, CNN reported that the words "PhoebePhilo.com is now open is music to fashion fanatics' ears.” The website launch, and Phoebe’s inaugural collection, received rave reviews in the media, including in Vogue, The New York Times, Harper’s Bazaar, and Business of Fashion.