Whistles is taking on Mayfair.
In the wake of the news that the high street label – a favourite of Kate Middleton – will show a capsule collection at London Fashion Week next month, it yesterday threw open the doors to a brand new, luxury two-storey store on W1’s Dover Street.
With the look and feel of a modern art gallery (think white walls, light-flooded spaces and a folded a sculptural steel staircase), it stocks the entire Limited Edition range alongside key mainline pieces, accessories and shoes. It will also stock an exclusive dress and top, pictured above and priced £375 and £250 respectively, that aren’t available to buy anywhere else.
Visitors can expect extra touches, too, that give shopping the feel of a high-end experience, such as a new wireless payment system that promises to do away with pesky queues in favour of a brief sojourn on a sofa.
‘We’re delighted to bring Whistles to Mayfair,’ says Whistles’ CEO Jane 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.’
Can’t make it to Mayfair? Log onto whistles.co.uk, which has also had a slick makeover. (Not that you need an excuse to pay them a visit, we’re sure.)
Whistles' exclusive Mayfair dress
Whistles' exclusive Mayfair top