Whistles has appointed two senior leaders in newly created roles as the fashion brand looks to sharpen both its product offer and commercial performance.

James Blacklock has joined as commercial director, a new position created to help drive the brand’s next phase of growth.

He joins with experience across product and commercial strategy, having previously held senior roles at Boohoo and M&Co.

At the same time, Whistles has appointed Mo Riach as design director.

Also a newly created role, the position is aimed at strengthening the brand’s design identity and ensuring future collections remain clearly differentiated in a crowded womenswear market.

Riach previously served as head of design at Topshop.

Both appointments sit within a broader push to support long-term growth at the contemporary fashion label, with Whistles signalling a stronger focus on combining commercial discipline with a clearer design point of view.

Sally Ambrose, chief product officer at TFG London, said the hires would help the business deliver its next phase.

She said: “James and Mo join us at an exciting moment for Whistles. Their combined experience in commercial strategy and design leadership is exactly what we need to deliver the next phase for the brand.

“Together they will bring the commercial sharpness and design vision to take the brand further — and faster.”

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