Whistles names ex-Topshop Design Director as first Creative Director

Premium womenswear brand Whistles has appointed Jacqui Markham as its Creative Director, a newly created role aimed at redefining the brand’s design direction.

Markham, who takes on the role with immediate effect, brings extensive experience from her time leading design teams at fashion giants including Topshop, ASOS and Urban Outfitters Europe. She will be responsible for shaping Whistles’ design direction and wider creative vision, reporting directly to Camille Sullivan, Product Director at Whistles.

Sullivan said: "We are thrilled to welcome Jacqui to the Whistles family as our new Creative Director.

"Her extensive experience on the global high street will be instrumental in driving both the brand and our product offering forward in our next stage of growth. We can’t wait for our customers to see Jacqui’s vision for the brand roll out across our channels in the coming months."

Founded in London in 1976 and acquired by TFG Brands (London) in 2016, Whistles has undergone a measured repositioning strategy focused on modernising its offering while retaining its core identity of refined, intelligent style. Markham’s appointment is expected to accelerate this evolution, with new collections under her creative leadership anticipated to debut across Whistles' channels in the coming seasons.

Jacqui Markham

Markham added: "I am so excited to be joining Whistles as Creative Director and hope to bring a fresh spirit to a brand that I have always admired. By channelling the visionary ethos set by Lucille Lewin and building on the contemporary yet effortless, signature style of Whistles, I believe we can bring a rejuvenated energy to the brand, appealing to both our loyal fan base, whilst attracting new, style-minded individuals."

Her appointment comes as several major high street retailers are appointing Creative Directors, taking note from the luxury sector, to sharpen brand identity and stay relevant in today's fashion environment.

Earlier this month, Victoria’s Secret appointed Adam Selman as its Creative Director, in a bid to modernise and reimagine the brand’s aesthetic. Meanwhile, TALA named Jon Wetherell as its inaugural Creative Director earlier this year and Gap appointed designer Zac Posen as Creative Director to breathe new life into its image.