High-street Brands at London Fashion Week
High street brands are closing the gap between couture and ‘over-the-counter’ labels as more and more high-street brands turn around ever slicker, covetable collections.
Whistles are showing at LFW for the first time, hosting an off-schedule event showcasing the brand’s AW13/14 limited edition premium range alongside core main-range pieces.
Whilst not brand new to LFW, this is the first seated event from the high street brand. Whistles will be joining the ranks of long-serving LFW favourite Topshop and mirroring River Island’s toe-dip into fashion week with the much-publicised Rihanna collection.
The brand is currently bucking the hard-up-high-street trend and opening a multi-floored flagship branch in Mayfair. The new store interior will epitomise the simple elegance associated with the Whistle’s signature whilst using innovative wireless payment technology to add a USP to the new store.
High street brands are becoming less incongruous at fashion week to the dismay of some purists but seen as inevitable by others. CEO Jane Shepherdson said the brand had been moving in the luxury direction for some time and LFW offers the ‘ideal platform’ to showcase the collection to the British and International fashion community .
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