It’s interesting how a magazine can carve out such a distinctive aesthetic that a brand would covet and be inspired by that magazine enough to give themselves a make-over. That’s exactly what has happened with Lula and the British mid-range label Whistles. I was wondering a while back what a Whistles advert was doing in the new issue of Lula but thought it was only because of Valentine Fillol Cordier’s (unofficial Lula mascot) appearance in the ad. Turns out the Lula crew – Leith Clark and Becky Smith shot the whole campaign for Whistles AW07-8. Predictably it has all those Lula-editorial traits – the dreamy sunshine-infused haziness, the coquettish looks/poses, the childish playfulness.
It’s not just the campaign for this season though. The whole Whistles website has undergone a make-over. I’m pretty sure Lula wasn’t responsible directly for the design but the inspiration to create a cosy/girly boudoir atmosphere must have stemmed from Lula somehow. Cats, dogs, old-fashioned picture frames, vintage magazine prints, shoes and antique telephones are littered around the website. Leith Clark would surely approve of having the magazine associated with a brand that has reinvented itself thus.
I think it’s a smart move on Whistles’ part to create a nichey sort of look and that they didn’t go down the cringey path of attempting something edgy. By keeping in the comfort zone of their clothes which are fashion conscious as opposed to trend-chasing, and creating a website that has a bit of generic prettiness appeal, Whistles will probably get more people to reassess the brand. I’m probably a complete sucker but the pretty-pretty website got me looking closer at the clothes and searching out a little bit harder…
Of course, I didn’t find anything to write home about (given my gripe is still with the inflated prices!) but somewhere down that untapped customer source, SOMEONE will be hooked in. I am impressed they have also sell other French and Swedish brands like Antik Batik, Diabless and Odd Molly on the website alongside their own clothes. I suppose it’s them associating themselves with a certain kind of French-chic that can only help them along the way.
I wonder who else could do with some Lula-brandification?
I actually quite like Whistles designs even though I never buy anything from there, as it is way too expensive for what it is. Still it’s nice to find a brand sticking to its stregnth, and the campaign looks lovely!
Ho that was so interesting, thanks Susie!
I’m just wondering why they choose such french brands, witch for us “french girls” aren’t so chic, antik batik is okay, but diabless, omg ! horrible quality and design.
Whistles are trying to move up and into “boutique” label image and price bracket. By stocking other boutiquey brands and doing up their shops its all part of that branding strategy. They research very thoroughly and are prone to nicking details and ideas then rehashing them. It will work but indie brands will suffer as these mid price brands move up and compete with them on price, quality and design
“I’m probably a complete sucker but the pretty-pretty website got me looking closer at the clothes and searching out a little bit harder…”
I don’t think you’re alone on this. I’m pretty sure many will always look harder if a site is pretty or even user-friendly. I for one will sift through EVERYTHING if I like how a website looks compared to one that’s just confusing and ugly even though it might stock some of my favourite brands…
it is a pretty website, it sucked me right in.