Sienna and Savannah Miller have stepped down as co-creative directors of womenswear brand Twenty8Twelve, which they launched with Pepe Group in 2007.
“After six years of working together to build an amazing brand, we part as friends,” Pepe Group managing director Nish Soneji told Drapers.
The brand, which is owned by Pepe Group, will continue under the design direction of Vanessa James and Elsa Elphick. Both women have been part of the six-strong design team since the label’s launch. The Miller sisters’ final collection was spring 12.
Soneji added that he is “confident” the Millers’ departure will not concern stockists and consumers. “Their departure may appear as quite a tremor, but as an organisation and as a team we’re intact,” said Soneji. “We never intended to be a celebrity brand and we remain confident of our DNA. I’m confident that retailers will see the collections and still be excited by them.”
The departure of actress Sienna and designer Savannah will lead to a re-branding of the brand from Twenty8Twelve by S.Miller to Twenty8Twelve London, which will be unveiled during London Fashion Week next month, alongside a new website. The brand’s first worldwide marketing campaign will be launched later this year, said Soneji.
Soneji added that initial response to the autumn 12 collection has been positive. “Our order books are full and we had a phenomenal response at [tradeshow] Premium [in Berlin last week].”