Phoebe Philo's new brand is coming at the end of the month

One of the most hotly anticipated fashion brand launches in recent years will be unveiled on 30 October, designer Phoebe Philo has revealed.

The former Celine and Chloé creative director was rumoured to be planning a launch of her namesake label during Paris Fashion Week, which is currently drawing to a close in the French capital, but an email has been distributed to her mailing list announcing that the brand will come at the end of the month.

A fast-moving gif accompanied the email revealing a red logo in serif font and mood images. Little by way of what we can expect has been revealed and the brand's Instagram account, which currently has approaching 275,000 followers, remains blank.

However Philo fans will be hoping for an "old Celine" vibe – relaxed tailoring, oversized knits, muted shades – which should chime well with the current trend for quiet luxury. Philo's own style – she often took her bow at the end of Celine shows wearing a polo neck, slouchy trousers and adidas Stan Smith trainers – was as influential as anything she put out on the catwalk.

Philo was creative director at Celine until 2018 (the role is currently held by Hedi Slimane) and creations from her decade-long tenure at the LVMH-owned house are still sought after on the secondary market with Instagram accounts dedicated to tracking them down. Prior to Celine, Philo was creative director at Chloé, having taken over from her friend Stella McCartney who left to start up her own label.

Philo revealed in 2021 that she would be setting up her own label with minority backing from Celine parent LVMH and in a statement released at that time, she said: “Being in my studio and making once again has been both exciting and incredibly fulfilling. I am very much looking forward to being back in touch with my audience and people everywhere. To be independent, to govern and experiment on my own terms is hugely significant to me. I have had a very constructive and creative working relationship with LVMH for many years. So it is a natural progression for us to reconnect on this new project.”