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Whistles to debut at LFW

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Everyone from the Duchess of Cambridge to Lorraine Kelly is a fan and now British brand Whistles will make its debut at London Fashion Week with an initimate salon show presenting its Autumn '13 collection.

The fashion chain will show the luxury collection in an invitation-only "intimate salon style format" at a secret location in the Capital.

Two shows will take place off-schedule on the morning of Sunday February 17 and will be "reflective of the brand's ethos", the company said in statement.

Colour Block Leather Top, £250 and Leather Stretch Jean, £395, from Whistles Autumn '13 collection, above

Whistles launched its Limited Collection in August, producing luxury items in batches of 20 for sale at select stores and held appointment viewings of the collection during last LFW.

At the time, Jane Shepherdson, Whistles chief executive explained: "We decided to stretch our creative wings this year and allow ourselves the luxury of designing a small tightly-edited collection of what we consider to be the most covetable pieces of the season, in the most luxurious and desirable fabrics.

Sienna Miller in a Whistles top last week, above left, and the Duchess of Cambridge wearing a dress by the high street store earlier this month

"When we had created it, we realised that we couldn't do without it, and it became our Limited Edition. It will only be available in a few places, and only a small number of each piece will be made, but it is the epitome of what Whistles is all about - effortless luxury."

Since Shepherdson's appointment in 2008, the brand has shed its "yummy mummy" image thanks to bolder, simpler designs and endorsement from the likes of the Middleton sisters, Sienna Miller, Kim Sears and style icons Cara Delavigne and Olivia Palermo.

This month it will open a flagship store on London's Dover Street, a move that Shepherdon says "amplifies Whistles position in the market as a contemporary fashion brand leader and compliments the continued growth of our retail store and presence on the high street.”

Words: Anna Pollitt. Images: Rex Features/Whistles

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