Whistles Marks 50 Years with 50 Real Women Cast via Mysterious London Fly-Posters
To mark its 50th anniversary, British fashion label Whistles has launched a campaign featuring 50 authentic women discovered through enigmatic fly-posters across London, which attracted over 2,000 replies. The creative agency Weirdo, established by Louis Persent in 2021, chose women aged between 19 and 72, many of whom had no prior modeling experience. They were photographed by Alice Neale in a single day, showcasing Whistles' latest collection, and were interviewed for social media content. Archi Shah, a filmmaker, captured the entire process, culminating in a two-minute film released today. The campaign is fronted by six women, including a BAFTA-winning filmmaker. Weirdo also redefined Whistles' identity to "Designed for an Open Mind," introducing a new signature color, Lemonade, while emphasizing authenticity and steering clear of AI.
Key facts
- Whistles turns 50 this year.
- The campaign cast 50 women aged 19 to 72, most of whom had never modelled.
- Over 2,000 people responded to cryptic fly-posters asking for "open-minded women".
- Weirdo, founded in 2021 by Louis Persent, created the campaign.
- Photographer Alice Neale shot the women in a single day; Archi Shah filmed them, mostly on a camcorder.
- A two-minute film launches today across out-of-home, social, digital, and in-store channels.
- Six women front the launch, including a BAFTA-winning documentary filmmaker, a mother, and an entrepreneur.
- The brand identity evolved to "Designed for an Open Mind," with a new signature colour called Lemonade and a tone described as "sharp and light".
Entities
Artists
- Louis Persent
- Alice Neale
- Archi Shah
Institutions
- Whistles
- Weirdo
- Topshop
- Tammy Girl
- The Clothes Show
- Debenhams
- Studio Nicholson
- Soeur
- Arsenal
- Bumble
- Snapchat
- Cos
- Uniqlo
- Mumsnet
- Vogue
Locations
- London
- United Kingdom
- Hanley
- Potteries Shopping Centre
- Stoke-on-Trent
- Redchurch Street
- Athens
- Greece