Whistles : A Stylish Rebirth

Whistles

After two years under the inspirational direction of Jane Shepardson, the quintessential British brand is set to take the fashion world by storm.

Until relatively recently Whistles was most certainly not shopping destination du-jour for the young and fashionable. Traditionally favoured by the ‘yummy mummy’s’ and ‘ladies who lunch’ of London and the home counties, its name immediately brought to mind images of conservative dressing, sensible shoes and strictly knee-length hemlines. Indeed Whistles has always provided good quality, well-made clothes but not exactly much of a contender in the style stakes.

Roksander Ilinic Whistles

After wowing critics with her first collection for the brand in 2008, under Shepardsons’ guidance Whistles has gone from strength to strength as a serious player on the British fashion scene. This summer following the release of up-and-coming London designer Roksanda Ilinic’s second collaboration with the brand, fashionistas everywhere are really starting to take notice of it.

Whistles SS 2010

Having spent a highly enjoyable afternoon in the divine Westbourne Grove store myself only last week – I happily lost several hours absorbed in its spring/summer collection, surrounded by other equally entranced and sickeningly well-dressed shoppers – I can say with confidence that Whistles has been firmly planted on the fashion radar and is there to stay.

whistles ss 2010 collection 2 (2)

Gone are the mumsy frocks, prim blouses and shapeless cardigans and in their place Whistles now displays a varied collection of on-trend pieces ranging from elegant and well-cut classics that could still conceivably appeal to the rather more mature customers of yesteryear, to far more edgy pieces.

Whistles springsummer 2010

This is my personal favourite, a graphic print dress, sculptural shape  and on–trend red, orange and grey palette – many of which have been spotted on the backs of fashion editors on front rows all over the world and featured in style bibles such as Vogue, Elle, Harpers and many more.

Roksander Ilinic Whistles 2

Following the success of her Autumn/Winter 09 capsule collection of cocktail dresses for the brand, Ilinic’s second collection recently hit Whistles stores and it really is exquisite. Each piece is, unsurprisingly, beautifully crafted and the collection features a variety of bold silhouettes, on-trend colours and imaginative detailing.

Roksander Ilinic Whistles 3

Roksanda Ilinic’s mainline collections may be known for their dramatic, sculptural dresses – as befits her nickname ‘London’s avant-garde dress-maker’ – but I think that the success of her collaboration with Whistles is down to the fact that the dresses are bold and innovative enough to earn rave reviews and attract London’s fashion elite, but are not all so fiercely stylish that the brands rather less fashion-forward fans are sent running from its stores.

Roksanda Ilinic ss 2010 ready-to-wear collection 3 (2)

Personally, I think that it this delicate balance between the variety of contrasting edgy and classic pieces that make up Whistles current collection that makes it one of THE essential shopping destinations for Spring/Summer 2010.

Ella Catliff is a student of Fashion currently in London about to enter the mainstream world of Fashion in Paris and London……… Wow!! Watch this space.

Tagged as: Designer Fashion, Fashion Trends, Personal Shopper, Personal Stylist, ROKSANDER ILINIC, What to Wear, Whistles