In a bold move to redefine its creative identity and elevate its design vision, premium fashion retailer Whistles has appointed its first-ever creative director — and it’s a name with serious fashion credentials.

Jacqui Markham steps into the newly created role with immediate effect, bringing decades of experience to the table. A well-known figure in British fashion, Markham has previously served as design director at Topshop, Topman, ASOS, and Urban Outfitters Europe. Her design pedigree also includes stints at Oasis and Karen Millen, as well as years spent consulting independently across the fashion landscape.

Markham will report to product director Camille Sullivan, who described the appointment as a key milestone in Whistles’ growth journey. “Jacqui’s extensive background will be instrumental in driving both the brand and our product offering forward,” Sullivan said.

The move aligns Whistles with a growing number of fashion and lifestyle brands embracing the creative director model to sharpen brand distinction and attract discerning customers. In the past year alone, Gap, Victoria’s Secret, Tala, Salomon, Debenhams, Russell & Bromley, and even Ray-Ban have taken similar steps.

For Whistles, which will celebrate its 50th anniversary next year, this signals a reinvigoration of its design DNA. Markham echoed this vision in her own statement, saying she plans to bring “a fresh spirit” and “channel the visionary ethos” of founder Lucille Lewin to reenergize the brand.

Owned by TFG London since 2016 — the same group behind Hobbs and Phase Eight — Whistles operates 37 standalone stores and 76 concessions across department stores in the UK, Ireland, the US, Germany, and the Netherlands. While already beloved by a loyal customer base, the brand is setting its sights on broader appeal.

“I want to bring a rejuvenated energy to the brand, appealing to both our loyal fan base, whilst attracting new, style-minded individuals,” said Markham.

As Whistles prepares to mark a major milestone in 2026, all eyes will be on how this next chapter unfolds — with a clear focus on evolution, individuality, and creative flair.