When I moved to London in 2009, there was one particular brand that caught my attention. I've become almost obsessed with Whistles. Unfortunately, my flat-Whistles store distance was unbearable! Around 45 seconds. Basically I was living there, mastered all the sales/offers/discounts times throughout the seasons.
I was attracted to the full brand concept. I loved the atmospherics, music was always fabolously alternative, friendly & comfortable store layout, amazing displays, cute lavender-white price tags (started to collect them heh), my favourite colour on the walls etc. etc etc. [...] But the clothes ... ohhh my ! They were just as I like them to be. Quality fabrics with majority of the silks, comfy angoras and wools. Modern but edgy pieces (with lots of zipps!), effortlesly chic and unusual for high street: a perfect combination. Whistles had style itself, which happened to particularly match my own style. Of course, it doesnt mean I was buying everything without hesitation or consideration. Five out of eight coats I absolutely hated. But there were always three of them that I would die for. So I could get all my fall/winter/spring/summer essentials in less that 60 seconds away from home :)))
The state of our affair is completely different now. In my opinion, brand lost something 3-4 seasons ago. Its not modern and edgy anymore. To many patterns, to many flowers and dots. Its too girly and young now, too romantic and soft. It lost its appeal as a contemporary label for independent, self confident and a little bit naughty women. And with the recent changes in visual merchandising pattern (baroque-frame mirrors are OUT, white squares IN), I started to feel disappointed. Jane Shepherdson (Whistles's CEO) lives in my neighbourhood and I see her quite often. Maybe I should approach her and ask: WHY!?
Under those circumstances I visit store less often: once in a week.
Some of my Whistles all-time-favourites below:
I was attracted to the full brand concept. I loved the atmospherics, music was always fabolously alternative, friendly & comfortable store layout, amazing displays, cute lavender-white price tags (started to collect them heh), my favourite colour on the walls etc. etc etc. [...] But the clothes ... ohhh my ! They were just as I like them to be. Quality fabrics with majority of the silks, comfy angoras and wools. Modern but edgy pieces (with lots of zipps!), effortlesly chic and unusual for high street: a perfect combination. Whistles had style itself, which happened to particularly match my own style. Of course, it doesnt mean I was buying everything without hesitation or consideration. Five out of eight coats I absolutely hated. But there were always three of them that I would die for. So I could get all my fall/winter/spring/summer essentials in less that 60 seconds away from home :)))
The state of our affair is completely different now. In my opinion, brand lost something 3-4 seasons ago. Its not modern and edgy anymore. To many patterns, to many flowers and dots. Its too girly and young now, too romantic and soft. It lost its appeal as a contemporary label for independent, self confident and a little bit naughty women. And with the recent changes in visual merchandising pattern (baroque-frame mirrors are OUT, white squares IN), I started to feel disappointed. Jane Shepherdson (Whistles's CEO) lives in my neighbourhood and I see her quite often. Maybe I should approach her and ask: WHY!?
Some of my Whistles all-time-favourites below:
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