Twenty8Twelve, which launched six years ago, was one of the early celebrity clothing line success stories. Actress Sienna Miller launched the line with her professional clothing designer sister Savannah and the two have put out several solid collections of cute, wearable clothes. We were fans, which is why we were bummed and surprised to hear this morning that the Miller sisters are parting with the line.
The news is surprising considering the brand is still doing well. According to WWD, the Millers will “pursue other ventures” (a new BeachMint brand perhaps?) while the brand will continue on under the current design team as Twenty8Twelve London. Huh? Nish Soneji, managing director of the brand told the trade:
We’ve had a great partnership with the Miller sisters. From the beginning, our mission was to create a contemporary label with its own identity and strong directional design, as well as an emphasis on quality, cut and finishing. That vision, along with the uniquely British style the collection has become known for, will continue under the direction of the Twenty8Twelve design team.
It’s business as usual for the brand, which plans to show during London Fashion Week next month. And not only that–they plan to expand retail with a New York store and e-commerce. Soneji also said the Millers’ input “came much more from the product perspective.”
This makes us wonder: to what extent were the Millers actually involved in the design process? Probably not much if they can just bow out with little effect on the stability of the brand. We figured Sienna was more the face of the brand than a designer, but it doesn’t necessarily sound like Savannah, whose fashion pedigree includes a degree from Central Saint Martins and stints at McQueen and Matthew Williamson, was spending her days in front of a sewing machine either.
But even if the design quality is the same, will Twenty8Twelve still have the same value in the eyes of consumers without the celebrity sisters behind it? Or are the clothes strong enough to stand on their own?