Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
The European invasion of New York continues with Whistles, the contemporary British label that debuted a womenswear shop-in-shop at the Bloomingdale's flagship today. Business of Fashion writes that it's yet another step in the brand's international expansion through department stores, helmed by former Topshop executive Jane Shepherdson.
"We really felt that Bloomingdale's would give us a really good exposure to the biggest number of customers in Manhattan," she told the website, which credit her with Whistles' "successful reboot." "There are other department stores in Manhattan, but none of them really achieve the footfall that Bloomingdale's do."
Though the brand's online shop ships to the States, Bloomingdale's marks their first physical presence here. Pending successful sales, they'll expand outward to the department store's other locations in the New York area as a test for the U.S. market as a whole.
"I do think the Americans are quite similar to the way we dress here; sort of [a] slightly sporty, minimal aesthetic," Shepherdson said "It kind of feels right. I don't think there is anyone else doing it on the same fashionable level."
And while the current shop-in-shop iteration only features women's apparel, look out for menswear to join the display this fall.
· Whistles [Official website]
· Whistles Continues Global Expansion with Department Store Strategy [BoF]
· The Lowdown on Three of the City's Biggest Openings This Year [Racked NY]