The luxury fashion label Philipp Plein, founded by German designer Philipp Plein in 1999, has been significantly affected by the Covid-19 pandemic, resulting in a company-wide restructuring. In response to the crisis, the brand has downsized its staff and scaled back its presence in Milan. Additionally, the company has experienced the departure of key personnel, including Ennio Fontana, the general manager who had been instrumental in the label’s rapid growth. Fontana was also a minority shareholder in Billionaire, a luxury menswear brand acquired by Philipp Plein in 2016. Another notable departure is Maddalena Bertoli Tedeschi, the former communications director, who has joined Italian label Luisa Spagnoli as the head of marketing. It has also been reported that Philipp Plein’s worldwide retail director, Andrea Lanza Cariccio, has left the company, although this has not been confirmed by the brand.

The pandemic has had a significant impact on Philipp Plein, resulting in an €80 million revenue shortfall and the dismissal of 200 employees. As a result of these losses, the brand has been forced to close its prestigious headquarters in Milan, a 3,000 square meter building across seven floors that was inaugurated in 2016. The building now stands vacant, with the label’s logo removed and the entrance barricaded.

Despite these setbacks, Philipp Plein still maintains a presence in Milan through its two stores on Via Montenapoleone and Corso Venezia, as well as its showroom on Via Bigli, the brand’s first address in the city. The label is currently undergoing a reorganization process, with a focus on making its Swiss headquarters the primary hub and placing greater emphasis on digital tools and marketing initiatives.

In recent years, Philipp Plein made the decision to close down its Plein Sport sportswear line, which was initially introduced in 2016 through dedicated monobrand stores but is now integrated into the main collection. The brand is adapting and evolving, with the launch of its first fragrance in early 2020 and the upcoming release of its Spring/Summer 2021 womenswear collection, which will be presented through a live online stream on September 25, as listed on the Italian Fashion Chamber’s calendar.

Despite the challenges brought about by the pandemic, Philipp Plein remains resilient and determined to thrive in the ever-changing luxury fashion landscape. The brand is actively working towards adjusting its strategies, focusing on digital platforms, and maintaining a strong presence in the industry.

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