Whistles announces brand relaunch for 50th anniversary

British women’s fashion brand Whistles has announced a major brand relaunch to mark its 50th anniversary. The revamp, titled ‘Designed for an Open Mind’, introduces a new brand positioning, visual identity, and an elevated digital experience.

A central element of the relaunch is the Autumn/Winter 2026 campaign, which features 50 customers selected through an open casting call that received over 2,000 responses. The group of collaborators includes professionals such as scientists, teachers, pharmacists, and women in technology. Six women serve as the primary leads for the hero campaign.

The new design direction for the AW26 collection aims to elevate the brand’s signature understated modern design through more considered fabrications, expressive colors, and unexpected contrasts. Julia Monro, Group Chief Brand Officer at TFG London, stated that the new direction is intended to capture the curiosity and creativity of the brand’s customers.