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Whistles announce London Fashion Week debut and new flagship store

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A look from Whistle's Limited Edition collection.

A look from Whistle’s Limited Edition collection.

Whistles are firmly positioning themselves on the top rung of the high street ladder by announcing not only their first appearance at London Fashion Week, but a swish new flagship store on London’s hip Dover Street, too.

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On February 17, the brand will showcase their autumn/winter 2013 collection with a salon-style show which will consist of their premium ‘Limited Edition’ range mixed with essential pieces from their core collection.

READ: Why the Duchess of Cambridge hasn’t boosted Whistles’ sales

They become the third high street store to move into the realms of high fashion by showing at London Fashion Week, following in the footsteps of Topshop, who show their in-house designed Unique collection each season, and River Island, who will debut their collaboration with Rihanna at the upcoming fashion showcase.

But before their LFW debut, Whistles, which is headed by former Topshop brand director Jane Shepherdson, will celebrate the opening if their new flagship store on January 31.

Located on Mayfair’s Dover Street – which has become synonymous with high-end, uber-cool brands, – the store will sit shoulder-to-shoulder with the likes of Dover Street Market, Christian Louboutin, Jimmy Choo and McQ by Alexander McQueen.

READ: Whistles introduce Limited Edition range

Designed with the feel of a light-filled art gallery in mind, the two-floor shop will offer the complete Limited Edition range, as well as footwear and accessories alongside key pieces from the main collection. Customers won’t even have to worry about queuing to pay for their items either as the brand are introducing a wireless payment system which will allow you to relax in the seating areas whilst your payment is processed.

“We’re delighted to bring Whistles to Mayfair,” said Shepherdson. “This move amplifies Whistles position in the market as a contemporary fashion brand leader and compliments the continued growth of our retail store and presence on the high street.”

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