Whistles Lands in the U.S.

With its first Fashion Week under its belt, the British retailer looks abroad.
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Lauren Indvik
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With its first Fashion Week under its belt, the British retailer looks abroad.
Backstage at Whistles spring/summer 2014 London Fashion Week presentation. Photo: Courtesy

Backstage at Whistles spring/summer 2014 London Fashion Week presentation. Photo: Courtesy

Whistles is in expansion mode.

Following its first fashion week presentation in February, the British retailer opened this week its first physical location at U.S. at Bloomingdales's 59th St. in New York City. The "shop in shop" is located on Bloomingdales's second floor and offers a "hand-selected edit" of pieces shown during London Fashion Week, according to the brand.

The U.S. isn't the only market Whistles is embracing:The retailer is also planning to open a shop inside the BHV Marais in Paris later this month. Whistles has been shipping its goods to the U.S. and France through its website for some time, and will introduce a French language website this summer.

To promote both launches, Whistles smartly tapped blogger Garance Doré -- who publishes in English and French, and has a considerable audience in both the U.S. and France -- to produce a long-form video, as well as shorter clips for Instagram. You can watch it in full below.