Whistles

Whistles is a cutting edge, womenswear fashion brand, recently reinvented and fast becoming one of the favourite must-have labels among the fashion set. Now under the helm of retail visionary, Jane Shepherdson, Whistles has been transformed.

Having launched a bold new brand identity Whistles has also overhauled its collection, offering well made, high quality, fashion forward distinct pieces which are also affordable. The collection appeals to the woman who loves great design, isn’t scared of a little edginess, who wants to reference trends but doesn’t want to slavishly follow them.

The brand has now earned a reputation for creating the perfect trouser, must-have dresses as well as the most luxurious knitwear. Whistles is constantly launching new ranges from occasionwear to jewellery. The most talked about recent collaboration was the Roksanda Ilincic for Whistles collection, a very focused offering of highly covetable cocktail dresses designed by the queen of couture Roksanda herself.

Under its new direction, Whistles is beginning to reclaim its roots, as an independent, stylish and über cool boutique. Founded by Lucille Lewin in 1976, its first store in Marylebone pioneered many new labels and designers in London for the first time, launching John Galliano, Dries van Noten and Jean Paul Gaultier to name but a few.