The latest European transplant to land stateside is Whistles, the London-based label that’s been a fixture on the retail scene since its founding in 1978. While the label currently ships to the U.S., they’re putting down long-term roots in New York with a shop-in-shop at Bloomingdale’s. According to Whistles CEO Jane Shepherdson, “The space is inspired by our Mayfair London store, we incorporated marble with steel wooden detailing to create a sleek modern yet soft interior. And in the shop there is a selection of our greatest hits: cashmere tracksuits, soft shearling jackets, summer dresses, and jumpsuits. Layered with this are limited edition pieces from our London Fashion Week presentation, using luxurious fabrics and created in smaller quantities.” Where does Whistles fall on the retail landscape? Their trend-friendly designs tend to fall in the three-figure range, with a leather culotte dress ringing in around $800, while a slew of silk tops will run you $145. The high-street brand will likely find competition among the likes of J. Crew rather than Zara and H&M. “Our customer is always looking for what’s next,” explains Bloomingdale’s OVP and fashion director of women’s RTW Brooke Jaffe, “Whistles is a new destination within Bloomingdale’s to discover the latest trends and experiment with personal style.”
And what else is in the pipelines? “We will be opening in [Bloomingdale’s stores] Chestnut Hill and White Plains later this year, I’m looking forward to seeing how the brand is received outside of Manhattan,” Shepherdson told The Daily. Additionally, they will be taking their wares to Le BHV Marais, a Parisian department store, in May. In conjunction with their U.S. and Parisian launch, Whistles debuted their first video campaign, tapping blogger and photographer Garance Doré as the director. She cast her chic friends to star in the film, with the likes of Yasmin Sewell and Elle Strauss dancing and showing off some Whistles threads.