TFG London-owned Whistles has today unveiled a bold brand revamp as it marks its 50th anniversary, with a campaign under the title of ‘Designed for an Open Mind’ featuring 50 of its customers.
Described as “a new era” for the British women’s fashion brand, the relaunch is defined by a new positioning spanning product, campaigns, visual identity, storytelling and an “elevated digital experience”.
The new approach began with ‘Finding Fifty Faces’, an open casting call launched across London through a guerrilla flyposting campaign. More than 2,000 people responded, with 50 invited to bring their stories, style and individuality to the AW26 campaign.
The selected 50 customers include scientists, teachers, pharmacists, creatives and women in tech, all “forming a new network of Whistles collaborators”.
Six women lead the launch campaign: Jody Juba, Isha Korantak, Jodie Owen, Emma Peel, Kira Phillips and Dominique Rollins feature across the hero campaign, filmed and photographed around London in looks from the new AW26 collection that reflect their individual style and stories.
Julia Monro, Group Chief Brand Officer at TFG London, which owns the Whistles, Hobbs, Phase Eight and White Stuff brands, said: “The new brand direction captures what makes Whistles and its customers distinctive: curiosity, creativity and open-mindedness.
“Casting 50 customers for the relaunch campaign brought that idea to life, while creating a collective we can continue to collaborate with in the future. It’s the beginning of a far more open future for the brand.”
The new AW26 collection takes Whistles’ established codes of understated modern design in a more elevated direction, with “considered fabrications and unexpected contrasts”, as well as expressive colours and a new energy.
Mo Riach, Design Director at Whistles, commented: “Autumn/Winter 2026 will see an evolved collection leaning into a new high-low sentiment, which underpins our Designed For An Open Mind ethos.
“We’re rediscovering the pieces we’re known for with a renewed attention to detail, craftsmanship and modernity. Customers will be able to interpret the collection with their own personal style in mind; that sense of individuality is really important to us.”
A redesigned Whistles website launches alongside the campaign, creating a new digital flagship “built around discovery”. The new experience brings product, storytelling, and the design process closer together, offering customers a deeper look into the Whistles world.
The ‘Designed for an Open Mind’ campaign launches across outdoor, social and digital channels from today, 10 September.