Whistles has put 50 customers at the centre of its relaunch, as the TFG London-owned fashion brand celebrates its 50th anniversary with a new website and campaign.

Earlier this year, Whistles initiated an open casting call through-out London with over 2,000 women responding. The revamped brand then invited 50 women to bring “their stories, style and individuality” to its AW26 campaign.

These selected 50 customers include scientists, teachers, pharmacists, creatives and women in tech, all “forming a new network of Whistles collaborators”.

Julia Monro, group chief brand officer at TFG London, said: “The new brand direction captures what makes Whistles and its customers distinctive: curiosity, creativity and open-mindedness.

She added: “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.”

Initially, six women lead the campaign which was filmed and photographed across the UK capital. Whistles hoped the new collection and campaign captured that “individuality” which is really important to the brand.

Mo Riach, design director at Whistles, added: “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.”

A redesigned Whistles website launched alongside the campaign. It is built to create a new digital flagship focused on discovery.

The ‘Designed for an Open Mind’ campaign launched across outdoor, social and digital channels today, [10 September].

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