August 22 2014

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6 posts tagged "Whistles"

Whistles Taps Garance Doré to Direct Its First Video Campaign


One of the top high-street labels in the U.K., Whistles has been on our radar for a while now—namely since Jane Shepherdson took the helm in 2008. Under her direction, the brand has developed a chic, minimalist tilt and rivals the big-name designers in our wardrobes, but Whistles’ attainable prices cannot be beat. To celebrate its upcoming expansion into the U.S. and French markets, Whistles teamed up with Garance Doré on a short video called #BellesAndWhistles, which debuts exclusively here.

“I think Whistles fills a gap in the market,” Doré told “It’s clothes you want to buy now, but you know you’ll wear them for several seasons because it isn’t about being trendy.” Doré cast stylish friends like Yasmin Sewell and Elle Strauss to dance, whistle, and, of course, look incredibly cute in her video, which will also appear on Whistles’ Instagram. “We looked for women who would be willing to open up in front of the camera and show their personal style. I wanted it to be extremely natural, like all of my videos,” Doré explained. “It’s about celebrating their personalities. The Whistles girl is not afraid to be herself. She’s the type of girl who will wear a beautiful dress, but will wear it with flats!”

Whistles currently has stores only in the U.K., Europe, China, Russia, and the UAE, but the brand recently announced that it’s coming to Bloomingdale’s in midtown Manhattan. Until then, you can get your fix at

The Split-Second Preview: Whistles


The Fall ’14 Ready-to-Wear collections are under way in London, and will be followed by the shows in Milan and Paris. Before the new clothes hit the runway, we’ve asked some of the most anticipated names to offer a sneak peek. Per usual, it’s a busy time for all—designers and fashion followers alike—so we’re continuing our split-second previews: tweet-length at 140 characters or less. Our entire collection of Fall ’14 previews is available here.


WHO: Whistles, designed by CEO Jane Shepherdson

WHERE: London

WHEN: Monday, February 17

WHAT: “Grey and blues in pleats and perforate. Hazy florals and ombre checks in lilac, navy, and emerald. Sleek modernity mixed with soft femininity.” —Jane Shepherdson. The designer sent us a snap of her Fall ’14 mood board, above.

Photo: Courtesy of Whistles

Whistles Makes It Work


Whistles Resort '14

Contemporary U.K.-based brand Whistles has made some big moves since British retail veteran Jane Shepherdson came on board as CEO in 2008—the least of which is its new crisp and feminine Resort ’14 collection. “It kind of continues the Whistles aesthetic, which is an effortless, cool way of dressing,” offered Shepherdson of the range—buttery leather sweatshirts, skirts, and trousers; a relaxed waffle-weave tie coat; and a host of light, mohair knits—which debuts exclusively here. No doubt the sleek rosebud, crystal blue, black, and white wares will appeal to the increasingly sophisticated Whistles customer, who has evolved quite a bit over the past four years. “When we started, if I’m really honest, I think she was in her 50s,” offered Shepherdson. “She’s changed enormously. I would say now, the average age is 35, and she’s someone who is confident, independent, creative, and professional.” The CEO added that she sees her clientele mixing Whistles’ Resort collection—whose leathers and coats are priced between $300 and $650—with pieces from designers like Phillip Lim, Balenciaga, or Céline: “That’s the modern way of dressing, isn’t it?” Continue Reading “Whistles Makes It Work” »

An Army with All the Bells and Whistles


It’s hard to overstate Jane Shepherdson’s contribution to British retail. As the former brand director of Topshop—she stepped down in 2006, after twenty-two years at the company—she spearheaded the transformation of the brand into the superpower it is today. Now she’s using her industry expertise to revamp another British high-street label, Whistles, which, though founded in the 1980s, had been in a bit of a rut before her arrival.

Since coming on board as Whistles’ CEO in 2008, Shepherdson has facilitated a new sleek, youthful look (one that’s been favored by Kate Middleton). What’s more is that she’s elevated the brand’s international presence via new stores in prime destinations across the globe and a debut London fashion week show, which took to the runway last week. Held at the Dover Street Arts Club, the presentation featured Whistles’ premium range and included everything from cool camo looks to wearable leather trousers to cozy knits. Over tea, Shepherdson talked to about making the fashion-week leap.

When did you start thinking about doing a show?
Last summer we felt we were ready to start showing people what we are doing. We showed a small presentation at the Savoy, and we had a phenomenal turnout, about 150 different publications. So that was a start. We had stepped onto this international retail platform—our international online business is now about 20 percent, so it’s really starting to come through—and now we had to show people what we’ve got. And really, London fashion week is the only time to do that. We had already developed what we’d called our Limited Collection, which was this capsule collection of the essence of Whistles, the most coveted pieces that allowed us to use more expensive fabrics and let our design team stretch their wings a little bit.

Interestingly, I think that doing the show upped the ante across the whole business. When you are creating a collection that you know people are going to be looking at very closely, it really focuses the mind and pushes us to put that little bit extra into everything that we’re creating. And that has a knock-on effect with the rest of the collection, because once you have these pieces, you think, Okay, the rest of the collection needs to be at the same standard. Continue Reading “An Army with All the Bells and Whistles” »

The High Street Princess


Speculation over who will design princess-to-be Kate Middleton’s wedding dress has been rampant since her engagement was announced (and not just among London’s bookies). And now anyone looking for a clue to her style can admit her official, Mario Testino-shot engagement photos into evidence: A pair of them (one formally posed in the Council Chamber connected to Clarence House, his father’s official residence, above left; and another, more intimate shot, above right) were released this weekend. In both, Middleton chose high street over high fashion. For the formal shot, she wears a dress by Reiss and earrings by Links; for the more informal shot, a blouse by Whistles, a retailer overseen by former Topshop head designer Jane Shepherdson. Wills, for his part, went for the expensive stuff: a suit by Turnbull & Asser, and a sweater by Brunello Cucinelli.

Photos: Mario Testino