Whistles

With an undeniable cool-girl aesthetic that appeals to millennial women, it’s almost hard to believe that Whistles first sprung in the market in 1976. Back then it had what The Independent called “a pretty but decidedly yummy mummy-ish air" and none of its contemporary designs. When former Topshop director Jane Sheperdson hopped on the board in 2008, the British fashion brand got a makeover.

It was no easy feat. Whistles was heavily hit by the recession, and Sheperdson had to rethink the best direction for the brand. If they wanted to make it to the next decade, they had to attract a younger audience.

           

The British fashion brand then went on to reinvent itself. It focused on no-fuss, sophisticated pieces that had an “intelligent sense of design”: clean cuts, flowy fits, and practical pockets.

The designs eventually attracted the exact customer it was made for: the busy, on-the-go woman who wants to look—and feel—effortlessly dressed. Many of these customers are fashion editors and media personalities. One of them is the Duchess of Cambridge herself.

Even the Whistles website is thoughtfully designed. There’s a ton of clothing, accessories, and home items to sift through, but navigation is fairly intuitive. Menu options are labeled according to category, occasion, or shopping interest.

While Whistles does not identify as a fast-fashion brand, it still serves up fresh styles every week. Whistles prides itself for “throw on, but not throwaway” styles. True enough, the designs feel timeless but up-to-date. And maybe that's exactly what makes Whistles an inspiring place to shop at. It designs a wardrobe that is part of women’s daily agenda, ensuring that it fits as well as it functions.